Marketing : an introduction / Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.
Contributor(s): Kotler, PhilipMaterial type: TextPublisher: Boston : Pearson, 2015Edition: 12th edDescription: xxviii, 644 pages : color illustrations ; 28 cmISBN: 9780133451276Subject(s): MarketingDDC classification: 658.8
|Item type||Current location||Call number||Status||Notes||Date due||Barcode|
|Compact Disk||Centeral Library First floor - Management||658.8 A.G.M 2015 (Browse shelf)||Available||216 MGT||900047678|
|Books||Centeral Library First floor - Management||658.8 A.G.M 2015 (Browse shelf)||Available||23868|
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 -- New product development and product life-cycle strategies -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- The global marketplace -- Sustainable marketing : social responsibility and ethics.