Principles of marketing /

Kotler, Philip

Principles of marketing / Philip Kotler, Gary Armstrong - 5th ed. - [Upper Saddle River ; London] : Prentice Hall, [1991] - xxiii, 711 p. : ill. ; 28 cm

Includes bibliographical references and indexes

Understanding marketing and the marketing process -- Analyzing market opportunities -- Selecting target markets -- Developing the marketing mix -- Managing the marketing effort -- Extending markets

Finding competitive advantage and differentiating the marketing offer, global marketing, the impact of a united Europe in 1992, service marketing strategy, integrated direct marketing and database marketing, and geodemographic segmentation are among the topics covered in this book.

9780137216895 pbk 9780137216895 pbk ¹20.95


Marketing
Sales & marketing