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Marketing : an introduction / Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.

By: Armstrong, Gary (Gary M.)
Contributor(s): Kotler, Philip
Material type: TextTextPublisher: Boston : Pearson, 2015Edition: 12th edDescription: xxviii, 644 pages : color illustrations ; 28 cmISBN: 9780133451276Subject(s): MarketingDDC classification: 658.8
Contents:
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.
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Item type Current location Call number Status Notes Date due Barcode
Compact Disk Compact Disk Centeral Library
First floor - Management
658.8 A.G.M 2015 (Browse shelf) Available 216 MGT 900047678
Books 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.

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