TY  - BOOK
AU  - Kurtz, David L., 
AU  - Boone, Louis E., 
TI  - Principles of marketing / 
SN  - 9789814296694 [newsprint]
PY  - 2011///
CY  - Singapore : 
PB  - Cengage Learning, 
KW  - Marketing.
N1  - Includes bibliographical references, glossary, and index.; Chapter 1: Marketing: The art and science of satisfying customers -- Chapter 2: Strategic planning in contemporary marketing -- Chapter 3: The marketing environment, ethics, and social responsibility -- Chapter 4: E-Business: Managing the customer experience -- Chapter 5: Consumer behavior -- Chapter 6: Business-to-Business (B2B) Marketing -- Chapter 7: Global marketing -- Chapter 8: Marketing research and sales forecasting -- Chapter 9 Market segmentation, targeting, and positioning -- Chapter 10: Relationship marketing and customer relationship management (CRM) -- Chapter 11: Product and serviec strategies -- Chapter 12: Developing and managing brand and product categories -- Chapter 13: Marketing channelas and supply chain management -- Chapter 14: Retailers, wholesalers, and direct marketers -- Chapter 15: Integrated marketnig communications -- Chapter 16: Advertising and public relations -- Chapter 17: Personal selling and sales promotion -- Chapter 18: Pricing concepts -- Chapter 19: Pricing strategies; Adult
N2  - "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, Kurtz & Boone, principles of marketing, continues to evolve, bout as a product and as a brand. This edition of Principles of Marketing continues to develop and grow with new cases and examples, as well as a new emphasis on Green Marketing. As with every good brand, though, the patterns of innovation and excellence established at the beginning remain steadfast. The goals and standards of Kurtz & Boone, Principles of Marketing, remain intact and focused on excellence, as always. I present toy ou a text that will not only show you why we've been the standard bearer for so long but also prove to YOU and your STUDENTS why Kurtz & Boone remains ... IN A CLASS BY ITSELF!" -- Provided by the publisher
ER  -