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Principles of marketing : European edition / Philip Kotler ..

Contributor(s): Language: English Publisher: Harlow : Financial Times Prentice Hall, cop. 2008Edition: 5. edDescription: xxxv, 1020 s. färgillISBN:
  • 9780273720645
  • 0273720643
  • 9780273711568
  • 0273711563
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415
Other classification:
  • Qblb
Holdings
Item type Current library Shelving location Call number Status Date due Barcode Item holds
Book Biblioteket HKR Biblioteket 658.8 Principles Available 11156000162795
Total holds: 0

Enhanced descriptions from Syndetics:

Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters. With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace. Covering exciting new topics such as Sustainability, this text continues to be a leader in the field of marketing. New integrated video cases from companies such as HSBC, Land Rover and Electrolux help to bring the subject alive.

Edition for U.S. published under: Principles of marketing / Philip Kotler, Gary Armstrong. 12th ed., c2008

Table of contents provided by Syndetics

  • Part 1 Marketing now
  • Chapter 1 Marketing now
  • Chapter 2 Sustainable marketing: marketing ethics and social responsibility
  • Chapter 3 Strategic marketing
  • Part 2 Markets
  • Chapter 4 The marketing environment
  • Chapter 5 Consumer markets
  • Chapter 6 Business-to-business marketing
  • Chapter 7 Marketing research
  • Part 3 Core strategy
  • Chapter 8 Relationship marketing
  • Chapter 9 Segmentation and positioning
  • Chapter 10 Competitive strategy
  • Part 4 Product
  • Chapter 11 Product and branding strategy
  • Chapter 12 New-product development and product life-cycle strategies
  • Chapter 13 Marketing services
  • Part 5 Price
  • Chapter 14 Pricing
  • Part 6 Promotion
  • Chapter 15 Communicating customer value: integrated marketing communications strategy
  • Chapter 16 Advertising and public relations
  • Chapter 17 Personal selling and sales promotion
  • Chapter 18 Direct and online marketing: building direct customer relationships
  • Part 7 Place
  • Chapter 19 Managing marketing channels
  • Chapter 20 The global marketplace
  • Glossary
  • Subject Index
  • Company index