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Marketing an Introduction

by Philip Kotler

  • ISBN: 9780130127716
  • ISBN10: 013012771X

Marketing an Introduction

by Philip Kotler

  • List Price: $84.00
  • Binding: Paperback
  • Edition: 5
  • Publisher: Prentice Hall
  • Publish date: 07/01/1999
  • ISBN: 9780130127716
  • ISBN10: 013012771X
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Description: This Kotler classic helps readers master the basic principles and practices of modern marketing in an enjoyable and practical way.

Coverage balances upon three essential pillars -- (1) theory and concepts; (2) practices and applications; and (3) instructional support -- cultivating an efficient, effective reading and learning environment. Topics include marketing in a changing world; strategic planning and the marketing process; the global marketing environment; marketing research and information systems; consumer and business buyer behavior; market segmentation, targeting, and positioning for competitive advantage; product and service strategies; new-product development and life-cycle strategies; pricing considerations and strategies; distribution channels and logistics management; retailing and wholesaling; advertising and public relations; personal selling and sales promotion; direct and online marketing; the global marketplace; and marketing and society.

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