Principles of Marketing

4.05 avg rating
( 1,718 ratings by GoodReads )
9780137015573: Principles of Marketing

An introduction to marketing, this book provides coverage of the fundamentals and offers insights into the recent developments. Organized into a five section format, the book begins with the basics - marketing principles, concepts, the marketing mix, research activities, the target market - and concentrates on both the technical and theoretical knowledge needed to enter the marketing field; looks closely at the characteristics of the target market; examines the development of the marketing mix and the related products; discusses ways to get the product to the market - including channels of distribution, wholesaling, retailing, sales promotion and direct marketing; and introduces specialized marketing considerations - such as consumerism and the legal environment.

"synopsis" may belong to another edition of this title.

Product Description:

Widely hailed for its practical and enjoyable style, this comprehensive introduction to modern marketing shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings--in product and service firms, consumer and business markets, profit and nonprofit organizations, and small and large businesses.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace


Philip Kotler
Published by Prentice Hall (1980)
ISBN 10: 0137015577 ISBN 13: 9780137015573
New Hardcover Quantity Available: 1

Book Description Prentice Hall, 1980. Hardcover. Book Condition: New. 1st,4th ptg. Bookseller Inventory # DADAX0137015577

More Information About This Seller | Ask Bookseller a Question

Buy New
Convert Currency

Add to Basket

Shipping: 3.20
Within U.S.A.
Destination, Rates & Speeds