Principles of marketing / Philip Kotler (2005)

Public ISBD Titre : Principles of marketing Type de document : Ouvrage Auteurs : Philip Kotler, Auteur ; Veronica Wong ; Gary Armstrong, Auteur ; John A. Saunders, Auteur Mention d'édition : 4ème ed Editeur : New York : Pearson Education Limited Année de publication : 2005 Importance : 954 p ISBN/ISSN/EAN : 2-273-68456-6 Langues : Français (fre) Note de contenu : Table des matières BRIEF CONTENTS PREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE- MARKETING NOW 1. Marketing now 2. Strategic marketing PART TWO- THE MARKETING SETTING 3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society- social responsibility and marketing ethics 6. The global marketplace PART THREE- MARKETS 7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR- CORE STRATEGY 10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE- PRODUCT 13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX- PRICE 16. Pricing PART SEVEN- PROMOTION 17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT- PLACE 20. Managing marketing channels GLOSSARY SUBJECT INDEX INDEX OF COMPANIES Principles of marketing [Ouvrage] / Philip Kotler, Auteur ; Veronica Wong ; Gary Armstrong, Auteur ; John A. Saunders, Auteur  . -  4ème ed . - New York : Pearson Education Limited, 2005 . - 954 p. ISSN : 2-273-68456-6 Langues : Français (fre) Note de contenu : Table des matières BRIEF CONTENTS PREFACE GUIDED TOUR ACKNOWLEDGEMENTS ABOUT THE AUTHORS PART ONE- MARKETING NOW 1. Marketing now 2. Strategic marketing PART TWO- THE MARKETING SETTING 3. The marketing environment 4. Marketing in the Internet age 5. Marketing and society- social responsibility and marketing ethics 6. The global marketplace PART THREE- MARKETS 7. Consumer markets 8. Business-to-business markets 9. Marketing research PART FOUR- CORE STRATEGY 10. Segmentation and positioning 11. Relationship marketing 12. Competitive strategy PART FIVE- PRODUCT 13. Product and branding strategy 14. New-product development and product life-cycle strategies 15. Marketing services PART SIX- PRICE 16. Pricing PART SEVEN- PROMOTION 17. Integrated marketing communication strategy 18. Advertising, sales promotion and public relations 19. Personal selling and direct marketing PART EIGHT- PLACE 20. Managing marketing channels GLOSSARY SUBJECT INDEX INDEX OF COMPANIES

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