Marketing : an introduction /

Armstrong, Gary

Marketing : an introduction / Gary Armstrong, Philip Kotler - 6th ed./International ed. - [Upper Saddle River ; London] : Prentice Hall, [2003] - xxvi, 627 p. :bill., figs., tabs. ; 25 cm

Includes bibliographical references and index

Marketing in a changing world: creating customer value and satisfaction -- Strategic planning and the marketing process -- Marketing in the Internet age -- The marketing environment -- Managing marketing information -- Consumer and business buyer behaviour -- Market segmentation, targeting, and positioning competitive advantage -- Product and services strategy -- New-product development and product life-cycle strategies -- Pricing products: pricing considerations and strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications: advertising, slaes promotion, and public relations -- Integrated marketing communications: personal selling and direct marketing -- The global marketplace -- Marketing and society: social responsibility and marketing ethics

Accompanied by "Mastering marketing" CD-rom




Pentium based PC orcompatible processor; at least 32 MB of RAM; Windows 95/2000/ME/NT; Sound blaster or compatible sound card with speakers or headphones; 4X or faster CD-rom drive; Internet connection; QuickTime 4 or higher; Netscape 4.7 or Microsoft Internet; Explorer 4.01sp2 or later versions

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Marketing