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TitleMarketing : an introduction
Author Gary Armstrong, Philip Kotler
Imprint Upper Saddle River, N.J. : Pearson, c2013
Edition 11th ed
Descript xxviii, 506, [111] p. : ill. (chiefly col.) ; 28 cm


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 -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- The global marketplace -- Sustainable marketing : social responsibility and ethics


Communication Arts Library658.8 A735M 2013CHECK SHELVES

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