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Principles of marketing / Louis E. Boone and David L. Kurtz.

By: Boone, Louis E [author. ]Contributor(s): Kurtz, David L [author. ]Material type: Text

TextPublisher: Taguig City, Philippines : Cengage Learning Asia Pte Ltd., c2016Edition: Philippine editionDescription: xvii, 427 pages : illustration (black and white) ; 25 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 9781285918914 [newsprint]Subject(s): Marketing

Contents:

Contents: Chapter 1 Marketing: the art and science of satisfying customers -- Chapter 2 The marketing environment, ethics, and social responsibility -- Chapter 3 Consumer behavior -- Chapter 4 Marketing research and sales forecasting -- Chapter 5 Market segmentation, targeting, and positioning -- Chapter 6 Product and service strategies -- Chapter 7 Pricing concepts -- Chapter Pricing strategies -- Chapter 9 Marketing channels and supply chain management -- Chapter 10 Retailers, wholesalers, and direct marketers -- Chapter 11 Integrated marketing communications, advertising, and public relations -- Chapter 12 Personal selling and sales promotion.

Summary: "Products often begin their lives as something extraordinary, and as they grow, they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate, emotional connection with loyal users and relationships with new users every step of the way. Just like the very best brands in the business world, Boone & Kurtz, Principles of Marketing, continues to evolve, both as a product and as a brand. This 16th edition of Principles of Marketing continues to develop and grow with new cases and examples, as well as a new emphasis on social media. As with every good brand, though, the patterns of innovation and excellence established at the beginning remain steadfast. The goals and standards of Boone & Kurtz, Principles of Marketing, remain intact and focused on excellence, as always. I present to you a text and supplement package that will not only show you why we've been the standard-bearer for so long but also prove to you why Boone & Kurtz remains....in a class by itself!" --Preface

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Item type	Current location	Call number	Status	Date due	Barcode
Subject Reference	College Library Subject Reference	658.8 B64 2016 (Browse shelf)	Available		3UCBL000029180

Includes glossary.

"Products often begin their lives as something extraordinary, and as they grow, they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate, emotional connection with loyal users and relationships with new users every step of the way. Just like the very best brands in the business world, Boone & Kurtz, Principles of Marketing, continues to evolve, both as a product and as a brand. This 16th edition of Principles of Marketing continues to develop and grow with new cases and examples, as well as a new emphasis on social media. As with every good brand, though, the patterns of innovation and excellence established at the beginning remain steadfast. The goals and standards of Boone & Kurtz, Principles of Marketing, remain intact and focused on excellence, as always. I present to you a text and supplement package that will not only show you why we've been the standard-bearer for so long but also prove to you why Boone & Kurtz remains....in a class by itself!" --Preface

Adult

Donation Biore, Christopher College of Business and Accountancy Business / Management

Text in English

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