Principles of marketing / Philip Kotler, Gary Armstrong.
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TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2006Edition: 11th edDescription: xx, 651, [94] p. : col. ill. ; 29 cmISBN: 0131469185; 9780131469181; 0131968793; 9780131968790Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .K84 2006Online resources: Table of contents | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Book
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SCHOOL OF BUSNESS AND MANAGEMENT LIBRARY - ACCRA TECHNICAL UNIVERSITY General Stacks | HF5415 .K84 2006 (Browse shelf(Opens below)) | c1 | Available | 0000013339 |
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Includes bibliographical references and index.
Marketing -- Company and marketing strategy : partnering to build customer relationships -- The marketing environment -- Managing marketing information -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Segmentation, targeting, and positioning : building the right relationships with the right customers -- Product, services, and branding strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing considerations and strategies -- Pricing products : pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Personal selling and direct marketing -- Creating competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing and society : social responsibilityand marketing ethics.
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