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Acquisitions Editor: Julia Helms Icy                            Development Editor: Andrew Goss                           ...
ContentsPreface xiii                                      .Summary 32Guided Tour xx                                    Key...
Contents   * viiSum mar;7 72                                        Key Terms 124Key Terms 73                             ...
viii • Contents Introduction 184                                        Cultural Factors 230 Risks in International Market...
Contents       IX  What arc the Main Influences on Business         Discussing the Issues 357      Buyers? 286            ...
ContentsDifferentiation 434                                 Chapter 12   Differentiating Markets 438                      ...
Contents      XIPreview Case Revlon 558                          Growth Stage 630Introduction 560                         ...
ContentsChapter Objectives 678                               Applying the Concepts 742Preview Case The Times: For a Change...
Contents •Chapter 19                                             The Nature of Personal Selling 846Mass Communications: Ad...
xiv • Contents    Evaluating the Main Alternatives 921                 The Benefits of Direct Marketing 951    Designing I...
PrefaceMarkets are changing fast. New markets are emerging, trading blocks areextending and communications channels about ...
xvi • Preface                 and business markets, profit and non-profit organizations, domestic and global              ...
frefaee • xviiContent and StructureThe content and structure have been changed to meet the needs of the user andtake in ne...
viii   • Preface                    •     Chapter overviews.                    •     Teaching tips.                    • ...
Preface • six       We remain grateful to the numerous teachers who helped develop the First Edition, and to thoselisted b...
Guided TourLEARNING OBJECTIVES:Bullet-pomes which highlightthe core coverage in terms ofthe learning outcomes youshould ac...
Guided Tour • xxi                                                                                           KEY TERMS LIST...
About the AuthorsPHILIP KOTLER is S. 0. Johnson & Son Distinguished Professor of InternationalMarketing at the J. L. Kello...
About the AuthorsJOHN SAUNDERS Bachelor of Science (Loughborougb), Master of BusinessAdministration (Cranfield), Doctor of...
No profit grows where is no pleasure taken.                                                           WILLIAM SHAKESPEARE ...
Marketing in a               Changing World:           Satisfying Human Needs                           CHAPTER OBJECTIVES...
Preview Case: Nike                                         Nikes inspirational prc-Olympic                                ...
6 • Chapter 1 Marketing in a Changing World                              favourite drummer, Randy (Joss of Toad the Wet Sp...
Introduction     Competitors can only hope that Nike will overreach, but few are counting  on it. For now, most can only s...
8 • Chapter 1 Marketing in a Ctumging World                               Figure 1.1           Core marketing concepts    ...
What is Marketing ?The remaining pages of this book will give you a more complete and formal intro-duction to the basic co...
10 • Chapter 1 Marketing in a Changing World                                aim of marketing is to make selling superfluou...
Wiiat is Marketing? •      11Products and ServicesPeople satisfy their needs and wants with products. A product is anythin...
12     •   Chapter 1   Marketing in a Changing World     customer satisfaction         Federal Express charges. Customer s...
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Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
Principlesofmarketing 110603030331-phpapp01
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