35986841_10216840653711318_1105697261150535680_n

Principles of marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina.

By: Kotler, PhilipContributor(s): Armstrong, Gary (Gary M.)Material type: TextTextPublisher: Boston : Pearson, [2016]Edition: Sixteenth editionDescription: xxiv, 708 pages ; 29 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780133795028; 0133795020 Subject(s): MarketingDDC classification: 658.8
Contents:
Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
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Item type Current library Call number Status Date due Barcode
Books Books Centeral Library
First floor - Management
658.8 K.P.P. 2016 (Browse shelf (Opens below)) Available 25626
Books Books Centeral Library
First floor - Management
658.8 K.P.P. 2016 (Browse shelf (Opens below)) Available 25627
Books Books Centeral Library
First floor - Management
658.8 K.P.P. 2016 (Browse shelf (Opens below)) Available 25628
Books Books Centeral Library
First floor - Management
658.8 K.P.P. 2016 (Browse shelf (Opens below)) Checked out 17.12.2017 25629
Books Books Centeral Library
First floor - Management
658.8 K.P.P. 2016 (Browse shelf (Opens below)) Available 25630
Books Books Centeral Library
First floor - Management
658.8 K.P.P. 2016 (Browse shelf (Opens below)) Available 24479
Books Books Centeral Library
First floor - Management
658.8 K.P.P. 2016 (Browse shelf (Opens below)) Checked out 17.02.2020 24478

Includes bibliographical references and index.

Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.

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