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.