Principles of marketing
Philip Kotler, Gary Armstrong.
- 11th ed.
- Upper Saddle River, N.J. : Pearson Prentice Hall, c2006.
- xx, 651, 33, 28, 3, 10, 20 p. : col. ill. ; 29 cm.
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.