TY  - BOOK
AU  - Armstrong,Gary
AU  - Kotler,Philip
TI  - Marketing: an introduction 
SN  - 9780133451276
U1  - 658.8 
PY  - 2015///
CY  - Boston : 
PB  - Pearson, 
KW  - Marketing
N1  - 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
ER  -