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• 050 04 |a HF5415 |b .K636 2001

• 082 04 |a 658.8 |2 21

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• 099 __ |a CAL 022001459226

• 100 1_ |a Kotler, Philip.

• 245 10 |a Principles of marketing = |b 市场营销原理 / |c Philip Kotler, Gary Armstrong.

• 246 31 |a 市场营销原理

• 250 __ |a 9th ed.

• 260 __ |a 北京 : |b 清华大学出版社, |c 2001.

• 300 __ |a xx, 785, [55] p. : |b ill. ; |c 26 cm.

• 440 _0 |a 清华营销学系列英文版教材

• 504 __ |a Includes bibliographical references and indexes.

• 505 0_ |a Understanding marketing and the marketing process. Marketing in a changing world: creating customer value and satisfaction -- Strategic planning and the marketing process -- The marketing environment -- Developing marketing opportunities and strategies. Marketing research and information systems -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Market segmentation, targeting, and positioning for competitive advantage -- Developing the marketing mix. Product and services strategy -- New-product development and product life-cycle strategies --Pricing products: pricing considerations and approaches -- Pricing products: pricing strategies -- Distribution channels and logistics management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Direct and online marketing: the new marketing model -- Managing marketing. Competitive strategies: attracting, retaining, and growing customers -- The global marketplace -- Marketing and society: social responsibility and marketing ethics -- Appendix 1: Measuring and forecasting demand -- Appendix 2: Marketing arithmetic -- Appendix 3: Careers in marketing.

• 534 __ |p Reprint. Originally published: |c Upper Saddle River, NJ : Prentice Hall, c2001.

• 650 _0 |a Marketing.

• 700 1_ |a Armstrong, Gary.

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