Principles of marketing / by Philip Kotler, Gary Armstrong.
By: Kotler, Philip.
Contributor(s): Armstrong, Gary (Gary M.).
Material type:
TextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2006Edition: 11th ed.Description: xx, 651, [94] p. : col. ill. ; 29 cm.ISBN: 0131469185; 9780131469181; 0131968793; 9780131968790.Subject(s): MarketingDDC classification: HF 5415 .K636 2006 Online resources: Table of contents | Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Long Loan Book
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Kirinyaga University Library General Stacks | Non-fiction | HF 5415 .K636 2006 | Available | KYUC/2008/1394 |
Includes bibliographical references and index.
Marketing -- Company and marketing strategy : partnering to build customer relationships -- The marketing environment -- Managing marketing information -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Segmentation, targeting, and positioning : building the right relationships with the right customers -- Product, services, and branding strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing considerations and strategies -- Pricing products : pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Personal selling and direct marketing -- Creating competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing and society : social responsibilityand marketing ethics.