Author	Kotler, Philip
Title	Principles of marketing / Philip Kotler, Gary Armstrong
Imprint	Boston : Pearson, 2016
Edition	16th ed. (Global edition)
Descript	731 pages : color illustrations ; 30 cm

"Original edition, entitled Principles of marketing, Global edition, 16th edition, 9781292092485 by Philip Kotler and Gary Armstrong, published by Pearson Education Limited, Copyright © 2016 Pearson Education Limited."--Title page verso. "For use in the Republic of the Philippines only"--Back cover.

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

1. Marketing

LOCATION	CALL#	STATUS
Central Library (4th Floor)	658.8 K87P 2016	CHECK SHELVES
Science Library	HF5415 P957k 2016	CHECK SHELVES

1 copy being processed for Central Library.