Principles of marketing - Kotler, Philip; Armstrong, Gary (Upper Saddle River, NJ : Pearson Prentice Hall, 2005)
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
Includes bibliographical references and index
Keywords: Marketing