Principles of marketing / Philip Kotler, Gary Armstrong.
Material type:
TextPublisher: Upper Saddle, N.J. : Pearson, c2014Edition: 15th edDescription: xxii, 732 p. : col. ill. ; 30 cmISBN: 9780133084047; 0133084043Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .K636 2014| Item type | Current location | Home library | Collection | Shelving location | Call number | Status | Date due | Barcode | Item holds |
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Book
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Central Library (CL) | Central Library (CL) | NFIC | General Stacks | 658.8 KOT (Browse shelf) | Available | S3H-S-795 |
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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