Principles of Marketing /
New to this edition: Increased Integrated Marketing Communication (IMC) focus with the ten key IMC-based principles. Enphasizes the importance of the brand: increased brand focus. Highlights the social media revolution: new interactive and social media discussions. New emphasis on enduring principle...
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| Format: | text |
| Language: | eng |
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Boston : Pearson Prentice Hall,
2014
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| Subjects: |
| _version_ | 1826469841018552320 |
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| author | Kotler, Philip, author 301835 Armstrong, Gary (Gary M.) author 301840 |
| author_facet | Kotler, Philip, author 301835 Armstrong, Gary (Gary M.) author 301840 |
| author_sort | Kotler, Philip, author 301835 |
| collection | OCEAN |
| description | New to this edition: Increased Integrated Marketing Communication (IMC) focus with the ten key IMC-based principles. Enphasizes the importance of the brand: increased brand focus. Highlights the social media revolution: new interactive and social media discussions. New emphasis on enduring principles in a changing industry. focus on ethics: new principled practice boxes. |
| first_indexed | 2024-03-05T16:39:18Z |
| format | text |
| id | KOHA-OAI-TEST:591207 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-09-23T23:39:04Z |
| publishDate | 2014 |
| publisher | Boston : Pearson Prentice Hall, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5912072024-08-05T01:14:46ZPrinciples of Marketing / Kotler, Philip, author 301835 Armstrong, Gary (Gary M.) author 301840 textBoston : Pearson Prentice Hall,2014©2014engNew to this edition: Increased Integrated Marketing Communication (IMC) focus with the ten key IMC-based principles. Enphasizes the importance of the brand: increased brand focus. Highlights the social media revolution: new interactive and social media discussions. New emphasis on enduring principles in a changing industry. focus on ethics: new principled practice boxes.Includes bibliographical references and indexes.Part 1 Defining Marketing and the Marketing Process: Chapter 1 Marketing: Creating and Capturing Customer Value, Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships -- Part 2 Understanding the Marketplace and Consumers: Chapter 3 Analyzing the Marketing Environment, Chapter 4 Managing Marketing Information to Gain Customer Insights, Chapter 5 Consumer Markets and Consumer Buyer Behavior, Chapter 6 Business Markets and Business Buyer Behavior -- Part 3 Designing a Customer-Driven Strategy and Mix: Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers, Chapter 8 Products, Services, and Brands: Building Customer Value, Chapter 9 New-Product Development and Product Life-Cycle Strategies, Chapter 10 Pricing: Understanding and Capturing Customer Value, Chapter 11 Pricing Strategies: Additional Considerations, Chapter 12 Marketing Channels: Delivering Customer Value, Chapter 13 Retailing and Wholesaling, Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy, Chapter 15 Advertising and Public Relations, Chapter 16 Personal Selling and Sales Promotion, Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships -- Part 4 Extending Marketing: Chapter 18 Creating Competitive Advantage, Chapter 19 The Global Marketplace, Chapter 20 Sustainable Marketing: Social Responsibility and Ethics -- Appendix 1 Marketing Plan -- Appendix 2 Marketing by the Numbers -- Appendix 3 Marketing Careers.New to this edition: Increased Integrated Marketing Communication (IMC) focus with the ten key IMC-based principles. Enphasizes the importance of the brand: increased brand focus. Highlights the social media revolution: new interactive and social media discussions. New emphasis on enduring principles in a changing industry. focus on ethics: new principled practice boxes.Mohaiminah Khayon;Noor Linda IbrahimPSZ_JBMarketingMarketingURN:ISBN:9780273786993 |
| spellingShingle | Marketing Marketing Kotler, Philip, author 301835 Armstrong, Gary (Gary M.) author 301840 Principles of Marketing / |
| title | Principles of Marketing / |
| title_full | Principles of Marketing / |
| title_fullStr | Principles of Marketing / |
| title_full_unstemmed | Principles of Marketing / |
| title_short | Principles of Marketing / |
| title_sort | principles of marketing |
| topic | Marketing Marketing |
| work_keys_str_mv | AT kotlerphilipauthor301835 principlesofmarketing AT armstronggarygarymauthor301840 principlesofmarketing |