Marketing :
Armstrong, Gary
Marketing : an introduction / Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University. - 12th ed. - Boston : Pearson, 2015. - xxviii, 644 pages : color illustrations ; 28 cm.
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.
9780133451276
2013033986
Marketing.
658.8
Marketing : an introduction / Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University. - 12th ed. - Boston : Pearson, 2015. - xxviii, 644 pages : color illustrations ; 28 cm.
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.
9780133451276
2013033986
Marketing.
658.8