Principles of marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Englewood Cliffs, N.J.
Prentice-Hall Internat.
1991
|
| Edition: | 5. ed. |
| Series: | The Prentice-Hall series in marketing
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXIII, 711 S. Ill., graph. Darst. |
| ISBN: | 0136912478 0137216890 |
Staff View
MARC
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| 245 | 1 | 0 | |a Principles of marketing |c Philip Kotler ; Gary Armstrong |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Englewood Cliffs, N.J. |b Prentice-Hall Internat. |c 1991 | |
| 300 | |a XXIII, 711 S. |b Ill., graph. Darst. | ||
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Record in the Search Index
| _version_ | 1804120344076746752 |
|---|---|
| adam_text | Con
Parti
Understanding Marketing and
the Marketing Management
Process
1 SOCIAL FOUNDATIONS OF
MARKETING: MEETING HUMAN
NEEDS 2
Chapter Objectives 4
What is Marketing? 5
Needs 5 Wants 6 Demands 6 Products 7
Exchange 7 Transactions 8 Markets 8
Marketing 9
Marketing Management 9
Marketing Management Philosophies 10
The Production Concept 12 The Product
Concept 12 The Selling Concept 12 The
Marketing Concept 12 The Societal Marketing
Concept 15
The Goals of the Marketing System 16
Maximize Consumption 17 Maximize Consumer
Satisfaction 17 Maximize Choice 17 Maximize Life
Quality 18
The Rapid Adoption of Marketing 18
In the Business Sector 18 In the Nonprofit
Sector 18 In the International Sector 19
Summary 20 Questions for Discussion 20
Key Terms 21 References 21
Company Case 1 The Electric Feather
Pirogue: Going with the Marketing
Flow 23
Video Case 1 Shopping in the USSR. 25
tents
2 STRATEGIC PLANNING AND
MARKETING S ROLE IN THE
ORGANIZATION 26
Chapter Objectives 28
Overview of Planning 29
Benefits of Planning 29 Approaches to
Planning 29 Kinds of Plans 29
Strategic Planning 29
Defining the Company Mission 30 Setting
Company Objectives and Goals 31 Designing
the Business Portfolio 32 Planning Functional
Strategies J7
The Marketing Management Process 41
Analyzing Market Opportunities 42 Selecting Target
Consumers 42 Developing the Marketing
Mix 45 Managing the Marketing Effort 47
Competitive Marketing Strategies
The Marketing Management Functions
Summary 49 Questions for Discussion 50
Key Terms 50 References 51
Company Case 2 Trap Ease America; The Big
Cheese of Mousetraps 52
3 THE MARKETING
ENVIRONMENT 54
Chapter Objectives 56
The Company s Microenvironment 57
The Company 57 Suppliers 58 Marketing
Intermediaries 58 Customers 59 Competitors 60
Publics 60
The Company s Macroenvironment 61
Demographic Environment 62 Economic
Environment 66 Natural Environment 61
Technological Environment 69 Political
Environment 72 Cultural Environment 74
Responding to the Marketing Environment 79
Summary 79 Key Terms 80 Questions for
Discussion 80 References 81
Company Case 3 Campbell: Responding to a
Souped Up Marketing Environment 83
Video Case 3 U.S. Auto Companies: Embittered,
Embattled, and Bewildered 85
Part I Comprehensive Case Maytag
Corporation: Expanding the Appliance
Portfolio 86
Part II
Analyzing Market
Opportunities
4 MARKETING RESEARCH AND
INFORMATION SYSTEMS 88
Chapter Objectives 90
The Marketing Information System 91
Assessing Information Needs 91
Developing Information 93
Internal Records 93 Marketing Intelligence 94
Marketing Research 96 The Marketing
Research Process 97 Information Analysis 109
Distributing Information 110 Summary 111
Questions for Discussion 111 Key Terms 112
References 112
Company Case 4 Family Service, Inc.:
Marketing Research in a Social Service
Agency 114
5 CONSUMER MARKETS: INFLUENCES
ON CONSUMER BEHAVIOR 116
Chapter Objectives 118
Model of Consumer Behavior 118
Personal Characteristics Affecting Consumer
Behavior 119
Cultural Factors 120 Social Factors 121 Personal
Factors 126 Psychological Factors 130
Summary 136 Questions for Discussion 137
Key Terms 137 References 138
Company Case 5 RJR s Premier: Where There Is
No Smoke, Are There Customers? 139
Video Case 5 Are Japanese Cars Really
Better? 141
Xll ¦ CONTENTS
6 CONSUMER MARKETS: BUYER
DECISION PROCESSES 142
Chapter Objectives 144
Consumer Buying Roles 145
Types of Buying Decision Behavior 146
Routine Response Behavior 146 Limited
Problem Solving 146 Extensive Problem
Solving 146
Stages in the Buyer Decision Process 147
Problem Recognition 149 Information
Search 149 Evaluation of Alternatives 150
Purchase Decision 152 Postpurchase Behavior 154
Buyer Decision Process for New Products 158
Stages in the Adoption Process 158 Individual
Differences in Innovativeness 158 Role of Personal
Influence 159 Influence of Product Characteristics on
Rate of Adoption 159
Summary 160 Questions for Discussion 160
Key Terms 161 References 161
Company Case 6 Gillette versus Bic: Disposing
of Disposables 163
Video Case 6 The Comeback of Catalogs 165
7 ORGANIZATIONAL MARKETS
AND ORGANIZATIONAL BUYER
BEHAVIOR 166
Chapter Objectives 168
Organizational Markets 169
Types of Organizational Markets 169 Characteristics
of Organizational Markets 169
A Model of Organizational Buyer Behavior 172
Industrial Buyer Behavior 173
What Buying Decisions Do Industrial Buyers
Make? 173 Who Participates in the Industrial
Buying Process? 175 What Are the Major
Influences on Industrial Buyers? 176
How Do Industrial Buyers Make Their Buying
Decisions? 180
Reseller Buyer Behavior 183
What Buying Decisions Do Resellers Make? 183 Who
Participates in the Reseller Buying Process? 183 How
Do Resellers Make Their Buying Decisions? 183
Government Buyer Behavior 185
Who Participates in the Government Buying
Process? 185 What Are the Major Influences on
Government Buyers? 186 How Do Government Buyers
Make Their Buying Decisions? 187
Summary 188 Questions for Discusion 189
Key Terms 189 References 190
Company Case 7 Loctite Corporation: New
Markets for an Old Product 191
Video Case 7 Quality Croutons 193
Part II Comprehensive Case Cineplex Odeon:
Back to the Future 194
Part III
Selecting Target Markets)
8 MEASURING AND FORECASTING
DEMAND 196
Chapter Objectives 198
Defining the Market 199
Measuring Current Market Demand 200
Estimating Total Market Demand 200 Estimating
Area Market Demand 203 Estimating Actual Sales and
Market Shares 206
Forecasting Future Demand 206
Survey of Buyers Intentions 207 Composite of
Salesforce Opinions 207 Expert Opinion 208 Test
Market Method 208 Time Series Analysis 209
Leading Indicators 209 Statistical Demand
Analysis 210
Summary 210 Questions for Discussion 211
Key Terms 211 References 211
Company Case 8 Genentech: Forecasting
Euphoria 213
Video Case 8 Forecasting 215
9 MARKET SEGMENTATION,
TARGETING, AND POSITIONING 216
Chapter Objectives 218
Markets 218
Market Segmentation 219
Segmenting a Market 219 Bases for Segmenting
Consumer Markets 219 Bases for Segmenting
Industrial Markets 229 Requirements for
Effective Segmentation 230
Market Targeting 231
Evaluating Market Segments 231 Selecting Market
Segments 232
Market Positioning 235
What Is Market Positioning? 235 Positioning
Strategies 236 Choosing and Implementing a
Positioning Strategy 237
Summary 243 Questions for Discussion 243
Key Terms 243 References 244
Company Case 9 Gatorade: Thirsting
for Competitive Position 245
Video Case 9 The Over 50
Market 247
Part HI Comprehensive Case
Coca Cola: Targeting A New Coke
Machine 248
Part IV
Developing die Marketing Mix
10 DESIGNING PRODUCTS:
PRODUCTS, BRANDS, PACKAGING, AND
SERVICES 250
Chapter Objectives 252
What Is a Product? 252
Product Classifications 254
Durable Goods, Nondurable Goods, and
Services 254 Consumer Goods 254 Industrial
Goods 255
Individual Product Decisions 257
Product Attribute Decisions 257 Brand
Decisions 259 Packaging Decisions 267 Labeling
Decisions 270 Product Support Services
Decisions 271
Product line Decisions 273
Product Line Length Decision 273 Product Line
Stretching Decision 274 Product Line Filling
Decision 275 Product Line Modernization
Decision 275 Product Line Featuring
Decision 276
Product Mix Decisions 276
Summary 278 Questions for Discussion 278
Key Terms 278 References 279
Company Case 10 Colgate: Squeezing More From
a Brand Name 281
Video Case 10 Neogenerics—A Generic with a
New Name 283
11 DESIGNING PRODUCTS: NEW
PRODUCT DEVELOPMENT AND PRODUCT
LIFE CYCLE STRATEGIES 284
Chapter Objectives 286
New Product Development Strategy 286
Idea Generation 289 Idea Screening 291 Concept
Development and Testing 292 Marketing Strategy
Development 293 Business Analysis 294 Product
Development 294 Test
Marketing 295 Commercialization 298 Speeding
Up New Product Development 299
Product Life Cycle Strategies 299
Introduction Stage 303 Growth Stage 303 Maturity
Stage 304 Decline Stage 305
Summary 306 Questions for Discussion 306
Key Terms 307 References 307
Company Case 11 Holly Farms: The Chicken tha
Laid an Egg 309
Video Case 11 Does Oatbran Work? 311
CONTENTS ¦ Xi
12 PRICING PRODUCTS: PRICING
CONSIDERATIONS AND APPROACHES 312
Chapter Objectives 314
Factors to Consider when Setting Prices 315
Internal Factors Affecting Pricing
Decisions 315 External Factors Affecting Pricing
Decisions 321
General Pricing Approaches 326
Cost Based Pricing 327 Buyer Based
Pricing 329 Competition Based Pricing 330
Summary 331 Questions for Discussion 332
Key Terms 332 References 333
Company Case 12 Silverado Jewelry: A Pricing
Paradox 334
Video Case 12 Perfume 335
13 PRICING PRODUCTS: PRICING
STRATEGIES 336
Chapter Objectives 338
New Product Pricing Strategies 338
Pricing an Innovative Product 338 Pricing an
Imitative New Product 339
Product Mix Pricing Strategies 340
Product Line Pricing 340 Optional Product
Pricing 341 Captive Product Pricing 341 By
Product Pricing 341 Product Bundle Pricing 341
Price Adjustment Strategies 342
Discount Pricing and Allowances 342 Discriminatory
Pricing 343 Psychological Pricing 344 Promotional
Pricing 345 Geographical Pricing 345
Price Changes 347
Initiating Price Changes 347 Responding to Price
Changes 350
Summary 357 Questions for Discussion 351
Key Terms 352 References 352
Company Case 13 East Line Railway: The
Wisconsin Canned Goods Project 353
Video Case 13 Upjohn Prices Mixoxidil 355
14 PLACING PRODUCTS:
DISTRIBUTION CHANNELS AND PHYSICAL
DISTRIBUTION 356
Chapter Objectives 358
The Nature of Distribution Channels 359
Why Are Middlemen Used? 359 Distribution Channel
Functions 360 Number of Channel
Levels 361 Channels in the Service Sector 362
Channel Behavior and Organization 362
Channel Behavior 362 Channel Organization 363
Channel Design Decisions 368
Analyzing Consumer Service Needs 369 Setting the
Channel Objectives and Constraints 369 Identifying
the Major Alternatives 3 70 Evaluating the Major
Channel Alternatives 372
XIV ¦ CONTENTS
Channel Management Decisions 373
Selecting Channel Members 373 Motivating Channel
Members 373 Evaluating Channel Members 374
Physical Distribution Decisions 374
Nature of Physical Distribution 3 75 The Physical
Distribution Objective 375 Order
Processing 376 Warehousing 376 Inventory 377
Transportation 377 Choosing Transportation
Modes 379 Organizational Responsibility for Physical
Distribution 379
Summary 380 Questions for Discussion 380
Key Terms 381 References 381
Company Case 14 Compaq Computer: A Costly
Channel Conflict 383
Video Case 14 Pro Image 385
15 PLACING PRODUCTS: RETAILING
AND WHOLESALING 386
Chapter Objectives 388
Retailing 388
Store Retailing 388
Amount of Service 388 Product Line Sold 389
Relative Prices 392 Control of Outlets 394
Type of Store Cluster 396
Central Business District
Shopping Center
Non Store Retailing 397
Direct Marketing 397 Direct Selling 401 Automatic
Vending 401
Retailer Marketing Decisions 402
Target Market Decision 403 Product Assortment and
Services Decision 404 PriceDecision 405 Promotion
Decision 406 Place Decision 406
The Future of Retailing 406
Wholesaling 408
Types of Wholesalers 408
Brokers and Agents 410 Manufacturers Sales
Branches and Offices 411
Wholesaler Marketing Decisions 411
Target Market Decision 411 Product Assortment and
Services Decision 411 PriceDecision 411 Promotion
Decision 411 Place Decision 411
Trends in Wholesaling 412
Summary 413 Questions for Discussion 413
Key Terms 414 References 415
Company Case 15 Sears: Seeking a More
Fashionable Image 417
Video Case 15 Home Shopping 419
16 PROMOTING PRODUCTS:
COMMUNICATION AND PROMOTION
STRATEGY 420
Chapter Objectives 422
Steps in Developing Effective Communication 423
Identifying the Target Audience 424 Determining the
Response Sought 424 Choosing a Message 426
Choosing Media 427 Selecting the Message
Source 428 Collecting Feedback 430
Setting the Total Promotion Budget and Mix 430
Setting the Total Promotion Budget 431 Setting the
Promotion Mix 432 Responsibility for Marketing
Communications Planning 437
Summary 437 Questions for Discussion 437
Key Terms 438 References 438
Company Case 16 The Pepsi and Coca Cola
Challenge: A Cola with Breakfast 439
Video Case 16 A 30 Second Spot 441
17 PROMOTING PRODUCTS:
ADVERTISING, SALES PROMOTION, AND
PUBLIC RELATIONS 442
Chapter Objectives 444
Advertising 444
Major Decisions in Advertising 445
Setting Objectives 445 Setting the Advertising
Budget 447 Creating the Advertising Message 449
Selecting Advertising Media 452 Advertising
Evaluation 456
Sales Promotion 457
Rapid Growth of Sales Promotion 458 Purpose of Sales
Promotion 458 Setting Sales Promotion
Objectives 459 Selecting Sales Promotion
Tools 460 Developing the Sales Promotion
Program 463 Pretesting and Implementing 464
Evaluating the Results 464
Public Relations 464
Major Public Relations Tools 467 Major Public
Relations Decisions 467
Summary 469 Questions for Discussion 469
Key Terms 470 References 471
Company Case 17 Pillsbury Co.: The Big Cheese
in the Pizza Wars 473
Video Case 11 Skin So Soft 415
18 PROMOTING PRODUCTS:
PERSONAL SELLING AND SALES
MANAGEMENT 476
Chapter Objectives 478
Setting Salesforce Objectives 480
Designing Salesforce Strategy 480
Salesforce Strategy 481 Salesforce Structure 481
Salesforce Size 482 Salesforce Compensation 482
Recruiting and Selecting Salespeople 483
Importance of Careful Selection 483 What Makes a
Good Salesperson!1 483 Recruiting Procedures 484
Selecting Salespeople 484
Training Salespeople 484
Supervising Salespeople 485
Directing Salespeople 485 Motivating
Salespeople 489
Evaluating Salespeople 490
Sources of Information 490 Formal Evaluation of
Performance 492 Comparing Salespeople s
Performance 492
Principles of Personal Selling 493
The Personal Selling Process 494 Steps in the Selling
Process 494 Relationship Marketing 491
Summary 498 Questions for Discussion 499
Key Terms 499 References 500
Company Case 18 Multiform Desiccants:
Designing an Effective Salesforce 501
Video Case 18 Techniques for Training
Salespeople 503
Part TV Comprehensive Case AT T: Playing It
Smart with a New Product 504
PartV
Managing the Marketing Effort
19 COMPETITOR ANALYSIS AND
COMPETITIVE MARKETING
STRATEGIES 508
Chapter Objectives 510
Competitor Analysis 510
Identifying the Company s Competitors 511
Determining Competitors Objectives 513 Identifying
Competitors Strategies 513 Assessing Competitors
Strengths and Weaknesses 514 Estimating
Competitors Reaction Patterns 515 Selecting
Competitors to Attack and Avoid 515 Designing the
Competitive Intelligence System 516
Competitive Strategies 517
Competitive Positions 517 Market Leader
Strategies 518 Market Challenger Strategies 523
Market Follower Strategies 526 Market Nicher
Strategies 524
Balancing Customer and Competitor
Orientations 528 Summary 529
Questions for Discussion 529 Key
Terms 530 References 530
Company Case 19 GTE and the Pay Phone
Market: Competition Comes Calling 532
Video Case 19 Sneaker Wars 535
20 PLANNING, IMPLEMENTING,
ORGANIZING, AND CONTROLLING
MARKETING PROGRAMS 536
Chapter Objectives 538
Marketing Planning 539
Components of a Marketing Plan 539 Developing thi
Marketing Budget 542
rnKETCxrrc n Y
Implementation 544
Reasons for Poor Implementation 545 The
Implementation Process 546
Marketing Department Organization 551
Functional Organization 551 Geographic
Organization 551 Product Management
Organization 551 Market Management
Organization 553 Product Management/Market
Management Organization 553
Marketing Control 555
Annual Plan Control 556 Profitability
Control 556 Strategic Control 559
Summary 562 Questions for Discussion 562
Key Terms 563 References 563
Company Case 20 Clarion Cosmetics: Making
the Mass Market Blush 565
Video Case 20 Saturn: GM s Bid for the
Future 567
Part V Comprehensive Case Steel Products
Company: Stopping the Aluminum
Slide 568
Part VI
Extending Marketing
21 INTERNATIONAL
MARKETING 572
Chapter Objectives 574
Looking at the International Marketing
Environment 577
The International Trade System 577 Economic
Environment 578 Political and Legal
Environment 580 Cultural Environment 582
Deciding Whether to go Abroad 582
Deciding Which Markets to Enter 583
Deciding How to Enter the Market 585
Exporting 585 foint Venturing 585 Direct
Investment 587
Deciding on the Marketing Program 587
Product 590 Promotion 590 Price 592
Distribution Channels 592
Deciding on the Marketing Organization 593
Export Department 593 International
Division 593 Global Organization 594
Summary 594 Questions for Discussion 594
Key Terms 595 Reference 595
Company Case21 Seneca Cold Drawn Steel, Inc.:
Doing Business in the People s Republic of
China 597
Video Case 21 EC 92: Opportunity or Threat?
V 71 —
22 MARKETING SERVICES,
ORGANIZATIONS, PERSONS, PLACES,
AND IDEAS 600
Chapter Objectives 602
Services Marketing 602
Nature and Classification of Services 603
Characteristics of Services and Their Marketing
Implications 605 Marketing Strategies for Service
Firms 607
Organization Marketing 612
Image Assessment 612 Image Planning and
Control 612
Person Marketing 613
Place Marketing 616
Business Site Marketing 616 Vacation
Marketing 616
Idea Marketing 616
Summary 619 Questions for Discussion 620
Key Terms 620 References 620
Company Case 22 Lifeline Magazine:
Market Targeting on the Nonprofit
Front 622
23 MARKETING AND SOCIETY:
SOCIAL RESPONSIBILITY AND MARKETING
ETHICS 624
Chapter Objectives 626
Social Criticisms of Marketing 626
Marketing s Impact on Individual
Consumers 626 Marketing s Impact on Society as a
Whole 631 Marketing s Impact on Other
Businesses 634
Citizen and Public Actions to Regulate Marketing 635
Consumerism 635 Environmentalism 636 Public
Actions to Regulate Marketing 637
Business Actions Toward Socially Responsible
Marketing 638
A Concept of Enlightened Marketing 639 Marketing
Ethics 641
Principles for Public Policy Toward Marketing 643
The Principle of Consumer and Producer
Freedom 643 The Principle of Curbing Potential
Harm 644 The Principle of Meeting Basic
Needs 644 The Principle of Economic
Efficiency 644 The Principle of Innovation 644 The
Principle of Consumer Education and
Information 644 The Principle of Consumer
Protection 644
Summary 645 Questions for Discussion 645
Key Terms 645 References 646
Company Case 23 Nestle: Under Fire Again 647
Video Case 23 Biodegradable Diapers 649
Part VI Comprehensive Case Smith s
Home Foods: Bringing Home the
Bacon 650
APPENDIX 1 MARKETING
ARITHMETIC 655
APPENDIX 2 CAREERS IN
MARKETING 661
GLOSSARY 667
ACKNOWLEDGMENT OF
ILLUSTRATIONS 681
AUTHOR INDEX 683
COMPANY/BRAND INDEX 689
SUBJECT INDEX 697
|
| any_adam_object | 1 |
| author | Kotler, Philip 1931- Armstrong, Gary |
| author_GND | (DE-588)121409600 |
| author_facet | Kotler, Philip 1931- Armstrong, Gary |
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| author_sort | Kotler, Philip 1931- |
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| building | Verbundindex |
| bvnumber | BV006120343 |
| callnumber-first | H - Social Science |
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| callnumber-raw | HF5415 |
| callnumber-search | HF5415 |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)22862097 (DE-599)BVBBV006120343 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
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| genre | 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4143389-0 Aufgabensammlung gnd-content 3\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Einführung Aufgabensammlung Lehrbuch |
| id | DE-604.BV006120343 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:40:35Z |
| institution | BVB |
| isbn | 0136912478 0137216890 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003866555 |
| oclc_num | 22862097 |
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| owner | DE-703 DE-739 DE-N2 DE-858 DE-188 DE-706 |
| owner_facet | DE-703 DE-739 DE-N2 DE-858 DE-188 DE-706 |
| physical | XXIII, 711 S. Ill., graph. Darst. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Prentice-Hall Internat. |
| record_format | marc |
| series2 | The Prentice-Hall series in marketing |
| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Principles of marketing Philip Kotler ; Gary Armstrong 5. ed. Englewood Cliffs, N.J. Prentice-Hall Internat. 1991 XXIII, 711 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Prentice-Hall series in marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4143389-0 Aufgabensammlung gnd-content 3\p (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s DE-604 Marketingmanagement (DE-588)4168907-0 s 4\p DE-604 Armstrong, Gary Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003866555&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kotler, Philip 1931- Armstrong, Gary Principles of marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4151278-9 (DE-588)4143389-0 (DE-588)4123623-3 |
| title | Principles of marketing |
| title_auth | Principles of marketing |
| title_exact_search | Principles of marketing |
| title_full | Principles of marketing Philip Kotler ; Gary Armstrong |
| title_fullStr | Principles of marketing Philip Kotler ; Gary Armstrong |
| title_full_unstemmed | Principles of marketing Philip Kotler ; Gary Armstrong |
| title_short | Principles of marketing |
| title_sort | principles of marketing |
| topic | Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketingmanagement Einführung Aufgabensammlung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003866555&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kotlerphilip principlesofmarketing AT armstronggary principlesofmarketing |