Principles of marketing / Philip Kotler, Gary Armstrong.
Material type: TextPublication details: Upper Saddle, N.J. : Pearson, c2014.Edition: 15th edDescription: xxiii, 732 p. : col. ill. ; 30 cmISBN:- 9780133084047
- 0133084043
- 658.8 23
- HF5415 .K636 2014
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658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / | 658.8 KOT Principles of marketing / |
Includes bibliographical references and index.
Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing.
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