MTU Cork Library Catalogue

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Marketing : an introduction / Philip Kotler, Gary Armstrong.

By: Kotler, Philip.
Contributor(s): Armstrong, Gary (Gary M.).
Material type: materialTypeLabelBookPublisher: Englewood Cliffs, N.J. : Prentice Hall, 1993Edition: 3rd ed.Description: xxiv, 632 p. : col. ill., col. map ; 27 cm.ISBN: 0135545935.Subject(s): MarketingDDC classification: 658.8
Contents:
Part 1: Understanding marketing and the marketing management process -- Social foundations of marketing: Meeting human needs -- Strategic planning and the marketing management process -- Part 2: Analyzing market opportunities -- The marketing environment -- Marketing research and information systems -- Part 3: Selecting target markets -- Consumer markets and consumer buying behavior -- Organizational markets and organizational buyer behavior -- Market segmentation, targeting and positioning -- Part 4: Developing the marketing mix -- Designing products: Products, brands, packaging and services -- Designing products: New-product development and product life-cycle strategies -- Pricing products: Pricing considerations and approaches -- Pricing products: pricing strategies -- Placing products: Distribution channels and physical distribution -- Placing products: Retailing and wholesaling -- Promoting products: Communication and promotion strategy -- Promoting products: Advertising, sales promotion and public relations -- Promoting products: Personal selling and sales management -- Part 5: Extending marketing -- International marketing -- Marketing services, organizations, persons, places and ideas -- Marketing and society: Social responsibility and marketing ethics -- Company cases.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00094379
Total holds: 0

Includes bibliographical references and indexes.

Part 1: Understanding marketing and the marketing management process -- Social foundations of marketing: Meeting human needs -- Strategic planning and the marketing management process -- Part 2: Analyzing market opportunities -- The marketing environment -- Marketing research and information systems -- Part 3: Selecting target markets -- Consumer markets and consumer buying behavior -- Organizational markets and organizational buyer behavior -- Market segmentation, targeting and positioning -- Part 4: Developing the marketing mix -- Designing products: Products, brands, packaging and services -- Designing products: New-product development and product life-cycle strategies -- Pricing products: Pricing considerations and approaches -- Pricing products: pricing strategies -- Placing products: Distribution channels and physical distribution -- Placing products: Retailing and wholesaling -- Promoting products: Communication and promotion strategy -- Promoting products: Advertising, sales promotion and public relations -- Promoting products: Personal selling and sales management -- Part 5: Extending marketing -- International marketing -- Marketing services, organizations, persons, places and ideas -- Marketing and society: Social responsibility and marketing ethics -- Company cases.

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