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Principles of Marketing

By: Kotler, Philip Contributor(s): Armstrong, Gary Material type: Text

TextPublication details: New Delhi: PHI, 2008Edition: 12 edDescription: xxiv, 599 p. : ill. ; 29 cmISBN: 9788120332928Subject(s): Marketing | Marketing--Management | EuropeDDC classification: 658.8

Contents:

Part 1-Defining Marketing and the Marketing Process 1. Marketing: Managing Profitable Customer Relationships 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2-Understanding the Marketplace and Consumers 3. The Marketing Environment 4. Managing Marketing Information 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3-Designing a Customer-Driven Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 8. Product, Services, and Branding Strategies 9. New-Product Development and Life-Cycle Strategies 10. Pricing Products: Understanding and Capturing Customer Value 11. Pricing Products: Pricing Strategies 12. Marketing Channels and Supply Chain Management 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part 4-Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan APPENDIXES 2. Marketing by the Numbers APPENDIXES 3. Careers in Marketing References Glossary Credits Index

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	052677
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	46407
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P18743
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P18744
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P18745
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P03561
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P03562
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P03563
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P04645
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))		Available	P05338
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))	C-1	Available	P04879
General Books	Central Library, Sikkim University General Book Section	658.8 KOT/P (Browse shelf(Opens below))	C-2	Available	052429

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Part 1-Defining Marketing and the Marketing Process

1. Marketing: Managing Profitable Customer Relationships
2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2-Understanding the Marketplace and Consumers

3. The Marketing Environment
4. Managing Marketing Information
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior

Part 3-Designing a Customer-Driven Strategy and Marketing Mix

7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers
8. Product, Services, and Branding Strategies
9. New-Product Development and Life-Cycle Strategies
10. Pricing Products: Understanding and Capturing Customer Value
11. Pricing Products: Pricing Strategies
12. Marketing Channels and Supply Chain Management
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships

Part 4-Extending Marketing

18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility
APPENDIXES 1. Marketing Plan
APPENDIXES 2. Marketing by the Numbers
APPENDIXES 3. Careers in Marketing
References
Glossary
Credits
Index

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