Kotler Marketing Tutorial (6th Edition, English Original Version) with Disc (6th Edition, English Original Version)

Author: An Introduction
Publisher: China Publishing Group
Publish Date: 2003-10-01
Features: This is a classic work by Philip Kotler, the "father of modern marketing." He introduces the theory and practice of marketing in an accessible manner. The new sixth edition supplements new cases on international marketing. Professor Kotler and Professor Armstrong collaborate to make the complex field of marketing highly practical, easy to learn, and engaging. This book is most suitable for MBA students and managers in China. It is a rare English-language textbook in the field of marketing. The content is divided into four parts, specifically:
Part 1 UNDERSTANDING MARKETING AND THE MARKETING PROCESS:
1. Marketing in a Changing World: Creating Customer Value and Satisfaction
2. Strategic Planning and the Marketing Process
Part 2 ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT:
3. Marketing in the Internet Age
4. The Marketing Environment
5. Managing Marketing Information
6. Consumer and Business Buyer Behavior
Part 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX:
7. Market Segmentation, Targeting, and Positioning for Competitive Advantage
8. Product and Service Strategy
9. New-Product Development and Product Life-Cycle Strategies
10. Pricing Products: Pricing Considerations and Strategies
11. Marketing Channels and Supply Chain Management
12. Retailing and Wholesaling
13. Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations
14. Integrated Marketing Communications: Personal Selling and Direct Marketing
Part 4 EXTENDING MARKETING:
15. The Global Marketplace
16. Marketing and Society: Social Responsibility and Marketing Ethics
Appendix 1: Marketing Arithmetic
Appendix 2: Careers in Marketing
Notes, Video Cases, Glossary, Credits, Indexes.