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 pillarsโ(1) theory and concepts;
(2) practices and applications; and
(3) instructional supportโcultivating 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. For practicing Marketing Managers/Marketing Representatives or anyone involved in the marketing, advertising, or selling of goods and services.
ISBN:9780130127716
