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

By: Contributor(s): Material type: TextTextPublication details: Boston : Pearson, 2015.Edition: 12th edDescription: xxviii, 644 pages : color illustrations ; 28 cmISBN:
  • 9780133451276
Subject(s): DDC 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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Holdings
Item type Current library Call number Status Notes Date due Barcode
Compact Disk Compact Disk Centeral Library First floor - Management 658.8 A.G.M 2015 (Browse shelf(Opens below)) Available 216 MGT 900047678
Books Books Centeral Library First floor - Management 658.8 A.G.M 2015 (Browse shelf(Opens below)) Available 23868
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658.8 A.D.D 2001 Developing business strategies / 658.8 A.G.M 2003 Marketing : 658.8 A.G.M 2015 Marketing : 658.8 A.G.M 2015 Marketing : 658.8 A.G.M 2015 Strategic management and business policy / 658.8 D.R.B 2009 Business marketing : 658.8 D.R.B 2009 Business marketing :

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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