Author | Kotler, Philip |
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Title | Principles of marketing / Philip Kotler, Gary Armstrong |
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Imprint |
Harlow : Pearson, 2014 |
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Edition |
15th ed. (Global edition) |
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Descript |
716 p. : ill. ; 28 cm |
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CONTENT
Part 1: Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Part 2: Understanding the marketingplace and consumers -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Part 3: Designing a customer-driven strategy and mix -- 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 : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Part 4: Extending marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics
SUBJECT
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Marketing
LOCATION | CALL# | STATUS |
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Sasin Library | 658.8 K87P 2014 |
CHECK SHELVES
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Pharmaceutical Sciences Library | HF5415 K636P 2014 |
CHECK SHELVES
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