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Principles of marketing / Philip Kotler, Gary Armstrong

By: Contributor(s): Material type: TextTextPublication details: [Upper Saddle River ; London] : Prentice Hall, [1991]Edition: 5th edDescription: xxiii, 711 p. : ill. ; 28 cmISBN:
  • 9780137216895 pbk
  • 9780137216895 pbk
Subject(s):
Partial contents:
Understanding marketing and the marketing process -- Analyzing market opportunities -- Selecting target markets -- Developing the marketing mix -- Managing the marketing effort -- Extending markets
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General General ATU Dublin Road General Shelves Check catalogue for eBook edition 658.8 KOT (Browse shelf(Opens below)) Available J151645
Browsing ATU Dublin Road shelves, Shelving location: General Shelves, Collection: Check catalogue for eBook edition Close shelf browser (Hides shelf browser)
658.8 KOT Principles of marketing / 658.8 KOT Principles of marketing / 658.8 KOT Principles of marketing / 658.8 KOT Principles of marketing / 658.8 KOT Marketing management / 658.8 KOT Marketing management / 658.8 KOT Marketing management /

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.

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