Table of contents for Principles of marketing / Philip Kotler, Gary Armstrong.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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CHAPTER 1
MARKETING: MANAGING PROFITABLE CUSTOMER RELATIONSHIPS
CHAPTER 2
COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
CHAPTER 3
THE MARKETING ENVIRONMENT
CHAPTER 4
MANAGING MARKETING INFORMATION
CHAPTER 5
CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR
CHAPTER 6
BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR
CHAPTER 7
SEGMENTATION, TARGETING, AND POSITIONING: BUILDING THE RIGHT RELATIONSHIPS WITH THE RIGHT CUSTOMERS
CHAPTER 8
PRODUCT, SERVICES, AND BRANDING STRATEGY
CHAPTER 9
NEW-PRODUCT DEVELOPMENT AND PRODUCT
LIFE-CYCLE STRATEGIES
CHAPTER 10
PRICING PRODUCTS:
UNDERSTANDING AND CAPTURING CUSTOMER VALUE
CHAPTER 11
PRICING PRODUCTS: PRICING STRATEGIES
CHAPTER 12
MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT
CHAPTER 13
RETAILING AND WHOLESALING
CHAPTER 14
COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY
CHAPTER 15
ADVERTISING AND PUBLIC RELATIONS
CHAPTER 16
PERSONAL SELLING AND SALES PROMOTION 
CHAPTER 17 
DIRECT AND ONLINE MARKETING: BUILDING DIRECT 
CUSTOMER RELATIONSHIPS
CHAPTER 18
CREATING COMPETITIVE ADVANTAGE
CHAPTER 19
THE GLOBAL MARKETPLACE
CHAPTER 20
MARKETING ETHICS AND SOCIAL RESPONSIBILITY 
APPENDIX 1 Marketing Plan
Appendix 2
MARKETING BY THE NUMBERS 
APPENDIX 3
CAREERS IN MARKETING

Library of Congress Subject Headings for this publication:

Marketing.