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Principles of marketing / Philip Kotler.

By: Kotler, Philip.
Contributor(s): Armstrong, Gary.
Material type: materialTypeLabelBookPublisher: Upper Saddle: Prentice Hall, 1996Edition: 7th ed.Description: 736 p. ; 27 cm.ISBN: 0131902083.Subject(s): Marketing | Sales & marketing | Marketing - GeneralDDC classification: 658.8 Online resources: Amazon.com | Amazon customer reviews Summary: 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 Marketing tells 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.
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Item type Current location Call number Status Date due Barcode
Books The MUA Library South C campus
- Open Collection
HF 5415 .K68 1996 (Browse shelf) Available 2000-0058
Books The MUA Library South C campus
- Open Collection
HF 5415 .K68 1996 (Browse shelf) Available 2000-0059

Hardcover.

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 Marketing tells 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.

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