MARC record from Internet Archive

LEADER: 03329cam 22005534a 4500
001 ocm57506804
003 OCoLC
005 20181214022304.0
008 050119s2005 nyu 001 0 eng
010 $a 2005001422
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037 $a0814472958$bBWI
042 $apcc
050 00 $aHF5415$b.K624 2005
082 00 $a658.8$222
100 1 $aKotler, Philip.
245 10 $aAccording to Kotler :$bthe world's foremost authority on marketing answers your questions /$cPhilip Kotler.
246 30 $aKotler
260 $aNew York :$bAMACOM,$c℗♭2005.
300 $axxii, 168 pages ;$c23 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
500 $aIncludes index.
505 0 $apt. 1. Markets and marketing. Definition -- Customer power and satisfaction -- Trends in marketing -- New ideas in marketing -- Major challenges -- Deficiencies of marketing -- Criticisms of marketing -- Skills -- Careers -- pt. 2. Marketing strategy. Segmentation --Targeting -- Positioning -- Differentiation -- Innovation -- pt. 3. Marketing tools (the 4Ps). Product. Brands and branding -- Service -- Price -- Place (distribution) -- Promotion -- Advertising -- Public relations -- Sales promotion -- Sales management and selling -- Sponsorships -- Buzz marketing -- Media -- pt. 4. Marketing planning. Marketing research -- pt. 5. Marketing organization -- pt. 6. Marketing control -- pt. 7. Marketing areas of application. Consumer packaged goods -- Retail marketing -- Small-business marketing -- Direst marketing. Loyalty marketing -- CRM and database marketing -- Internet marketing -- Professional service marketing -- Personal marketing -- International marketing -- Place marketing -- Recession marketing -- Political marketing -- Social responsibility marketing -- pt. 8. Marketing excellence.
520 1 $a"According to Kotler distills the essence of marketing guru Philip Kotler's wisdom and years of experience into question and answer format. Based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists, the book reveals the revolutionary thinking of one of the profession's most revered experts."--Jacket.
650 0 $aMarketing.
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/ecip056/2005001422.html
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938 $aYBP Library Services$bYANK$n2167386
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948 $hHELD BY P4A - 404 OTHER HOLDINGS