Marketing: An Introduction / (Record no. 2468)
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000 -LEADER | |
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fixed length control field | 02404nam a2200169Ia 4500 |
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
fixed length control field | 201214s9999||||xx |||||||||||||| ||und|| |
020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
International Standard Book Number | 9781292017518 |
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
Classification number | 658.8 |
245 #0 - TITLE STATEMENT | |
Title | Marketing: An Introduction / |
Statement of responsibility, etc. | Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan |
250 ## - EDITION STATEMENT | |
Edition statement | 3rd ed. |
260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
Name of publisher, distributor, etc. | Pearson Education Limited, |
Date of publication, distribution, etc. | 2015. |
Place of publication, distribution, etc. | Harlow, United Kingdom: |
300 ## - PHYSICAL DESCRIPTION | |
Extent | 669 pages : ill. ; 24 cm. |
504 ## - BIBLIOGRAPHY, ETC. NOTE | |
Bibliography, etc. note | Includes index. |
505 ## - FORMATTED CONTENTS NOTE | |
Formatted contents note | Preface xii About the authors xviii Guided tour of the book Guided tour of the companion website Case matrix xx Acknowledgements xxiii Publisher's acknowledgements<br/><br/>Part One: Defining Marketing and the Marketing Process 2 Video Case: Is marketing for everyone? 3 1 Marketing: managing profitable customer relationships 4 2 Company and marketing strategy: partnering to build customer relationships 40<br/>Part Two: Understanding the Marketplace and Consumers 72 Video Case: Making an effort to understand your customers 73 3 The marketing environment 74 4 Managing marketing information 108 5 Consumer and business buyer behaviour 146<br/>Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186 Video Case:: Putting marketing into action 187 6 Segmentation, targeting and positioning: building the right relationships with the right customers 188<br/>7 Product, services and branding strategy 228 8 Developing new products and managing the product life cycle 268 9 Pricing: understanding and capturing customer value 296 10 Marketing channels and supply chain management 332 11 Retailing and wholesaling 364 12 Communicating customer value: advertising, sales promotion and public relations 392 13 Communicating customer value: personal selling and direct marketing 434<br/>Part Four: Extending Marketing 470 Video Case: Can marketing save the world? 471 14 Marketing in the digital age 472 15 The global marketplace 510 16 Ethics, social responsibility and sustainability 542<br/>Appendix 1 Marketing plan 576 Appendix 2 Marketing metrics 588 Appendix 3 Careers in marketing 594 Glossary 602 Index |
520 ## - SUMMARY, ETC. | |
Summary, etc. | The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves. |
942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
Source of classification or shelving scheme |
Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Date last checked out | Price effective from | Koha item type |
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BAC | BAC | PJ Library | 12/14/2020 | 3 | 658.8 MAR | 3202817 | 08/02/2024 | 07/26/2024 | 12/14/2020 | BOOK | |||||
BAC | BAC | PJ Library | 12/14/2020 | 1 | 658.8 MAR | 3202836 | 02/10/2023 | 02/09/2023 | 12/14/2020 | BOOK | |||||
BAC | BAC | PJ Library | 12/14/2020 | 658.8 MAR | 3101813 | 01/05/2021 | 12/14/2020 | BOOK |