Marketing /
Marketing /
[Philip] Kotler [and four others].
- 8e [edition].
- xxvii, 732 pages : illustrations (colour) ; 28 cm.
Includes bibliographical references and index.
The strategic marketing process-- Understanding the market -- Implementing a customer-driven strategy -- Extending marketing 18. Tapping into markets across the globe. Pt 1. Pt 2. Pt 3. Pt 4. The strategic marketing process -- Marketing: creating superior customer value -- Marketing: delivering and capturing value -- Strategic planning and marketing -- Marketing strategies for competitive advantage -- -- Understanding the market -- The global marketing environment -- Information management and marketing research -- Consumer behaviour -- Business-to-business behaviour -- -- Implementing a customer-driven strategy -- Market segmentation, targeting and positioning -- Products and services marketing -- New products -- Pricing for value -- Marketing channels and logistics networks -- Retailing and wholesaling -- Sales promotion and selling -- Advertising and public relations -- Direct and online marketing -- -- Extending marketing -- Tapping into markets across the globe -- Responsibe marketing. Pt 1. 1. 2. 3. 4. Pt 2. 5. 6. 7. 8. Pt 3. 9. 10. 11. 12. 13. 14. 15. 16. 17. Pt 4. 18. 19.
9781442511248 1442511249
Marketing--Management--New Zealand
Marketing--Management--Australia
658.8
Includes bibliographical references and index.
The strategic marketing process-- Understanding the market -- Implementing a customer-driven strategy -- Extending marketing 18. Tapping into markets across the globe. Pt 1. Pt 2. Pt 3. Pt 4. The strategic marketing process -- Marketing: creating superior customer value -- Marketing: delivering and capturing value -- Strategic planning and marketing -- Marketing strategies for competitive advantage -- -- Understanding the market -- The global marketing environment -- Information management and marketing research -- Consumer behaviour -- Business-to-business behaviour -- -- Implementing a customer-driven strategy -- Market segmentation, targeting and positioning -- Products and services marketing -- New products -- Pricing for value -- Marketing channels and logistics networks -- Retailing and wholesaling -- Sales promotion and selling -- Advertising and public relations -- Direct and online marketing -- -- Extending marketing -- Tapping into markets across the globe -- Responsibe marketing. Pt 1. 1. 2. 3. 4. Pt 2. 5. 6. 7. 8. Pt 3. 9. 10. 11. 12. 13. 14. 15. 16. 17. Pt 4. 18. 19.
9781442511248 1442511249
Marketing--Management--New Zealand
Marketing--Management--Australia
658.8