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Principles of Marketing

ISBN-10: 0132390027
ISBN-13: 9780132390026
Edition: 12th 2008
List price: $198.67 Buy it from $3.00
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Description: The 12 th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in  More...

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Book details

List price: $198.67
Edition: 12th
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 2/27/2007
Binding: Hardcover
Pages: 736
Size: 8.75" wide x 11.00" long x 1.25" tall
Weight: 3.850
Language: English

The 12 th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined,Principles of Marketingtells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Gary Armstrong is a Reader in the School of Sport and Education, Brunel University, London, and author of "Football Hooligans "(Berg). Alberto Testa is a Lecturer in the Social Sciences of Sport at Brunel University, London.

Understanding Marketing and the Marketing Process
Marketing in a Changing World: Creating Customer Value and Satisfaction
Strategic Planning and the Marketing Process
The Global Marketing Environment
Developing Marketing Opportunities and Strategies
Marketing Research and Information Systems
Consumer Markets and Consumer Buyer Behaviour
Business Markets and Business Buyer Behaviour
Market Segmentation, Targeting, and Positioning for Competitive Advantage
Developing the Marketing Mix
Product and Services Strategies
New Product Development and Life Cycle Strategies
Pricing Considerations and Strategies
Distribution Channels and Logistics Management
Retailing and Wholesaling
Integrated Marketing Communication Strategy
Advertising, Sales, Promotion, and Public Relations
Personal Selling and Sales Management
Direct and Online Marketing: The New Marketing Model
Managing Marketing
The Global Marketplace
Marketing and Society: Social Responsibility and Marketing Ethics

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