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Marketing / Philip Kotler [and others].

By: Material type: TextTextSeries: Always learningAnalytics: Show analyticsPublisher: Frenchs Forest, NSW : Pearson Australia, [2013]Copyright date: ©2013Edition: 9th editionDescription: xxv, 715 p. : illustrations (colour), facsimiles, maps, portraits ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1442549424
  • 9781442549425
Subject(s): Additional physical formats: No titleDDC classification:
  • 658.8 23
LOC classification:
  • HF5415 M345 P 2013
Contents:
Pt 1. The strategic marketing process -- 1. Marketing: creating superior customer value -- 2. Marketing: delivering and capturing value -- 3. Strategic planning and marketing -- 4. Marketing strategies for competitive advantage -- -- Pt 2. Understanding the market -- 5. The global marketing environment -- 6. Information management and marketing research -- 7. Consumer behaviour -- 8. Business-to-business marketing -- -- Pt 3. Implementing a customer-driven strategy -- 9. Market segmentation, targeting and positioning -- 10. Products and services marketing -- 11. New products -- 12. Pricing for value -- 13. Marketing channels and logistics networks -- 14. Retailing and wholesaling -- 15. Communicatying customer value: advertising and public relations -- 16. Sales promotion and selling -- 17. Direct and online marketing -- -- Pt 4. Extending marketing -- 18. Tapping into markets across the globe -- 19. Responsibe marketing.
Summary: Today's marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. This book continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. This book delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career. The text is accompanied by a flexible and completely revised suite of learning and teaching resources designed to inspire creativity and critical thinking and to excite you about the possibilities of a career in marketing.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 MAR (Browse shelf(Opens below)) 3 Available A558288B
Book South Campus South Campus Main Collection 658.8 MAR (Browse shelf(Opens below)) 0 Available A310751B
Book South Campus South Campus Main Collection 658.8 MAR (Browse shelf(Opens below)) 1 Available A558275B

Previous edition: 2010.

Includes bibliographical references and index.

Pt 1. The strategic marketing process -- 1. Marketing: creating superior customer value -- 2. Marketing: delivering and capturing value -- 3. Strategic planning and marketing -- 4. Marketing strategies for competitive advantage -- -- Pt 2. Understanding the market -- 5. The global marketing environment -- 6. Information management and marketing research -- 7. Consumer behaviour -- 8. Business-to-business marketing -- -- Pt 3. Implementing a customer-driven strategy -- 9. Market segmentation, targeting and positioning -- 10. Products and services marketing -- 11. New products -- 12. Pricing for value -- 13. Marketing channels and logistics networks -- 14. Retailing and wholesaling -- 15. Communicatying customer value: advertising and public relations -- 16. Sales promotion and selling -- 17. Direct and online marketing -- -- Pt 4. Extending marketing -- 18. Tapping into markets across the globe -- 19. Responsibe marketing.

Today's marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. This book continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. This book delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career. The text is accompanied by a flexible and completely revised suite of learning and teaching resources designed to inspire creativity and critical thinking and to excite you about the possibilities of a career in marketing.

Machine converted from AACR2 source record.

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