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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

R

  • Race, demographic environment and, 7879

  • Radio, advertising and, 442

  • Radio-frequency identification (RFID), 82, 353, 355356, 385

  • Railroads, transportation, marketing logistics and, 356

  • Ratings, television advertising and, 451

  • Rational appeals, 409410

  • Raw materials, 80, 223, 387, 573

  • Reach, determining advertising, 440

  • Real-time marketing, engaging customers in moment, 2425, 443444, 490

  • Real-time price adjustments, 317318

  • Rebates, consumer promotions, 475

  • Recruiting/selecting salespeople, 461462

  • Recycling, 81, 585

    • Coca-Cola and, 587

    • green retailing and, 386387

    • packaging and, 228

  • Redlining, food deserts and, 579580

  • Reference groups, consumer buyer behavior and, 138

  • Reference prices, 313314

  • Regional free trade zones, 547548

  • Regional ...

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Publisher Resources

ISBN: 9780134492513