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" Marketing : "
Gary Armstrong, Philip Kotler.
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BL
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| Record Number
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872644
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| Main Entry
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Armstrong, Gary, (Gary M.)
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| Title & Author
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Marketing : : an introduction /\ Gary Armstrong, Philip Kotler.
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| Edition Statement
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11th ed.
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| Publication Statement
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Boston :: Prentice Hall,, ©2013.
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| Page. NO
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1 volume (various pagings) :: color illustrations ;; 28 cm
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| ISBN
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0132744031
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: 0273767186
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: 9780132744034
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: 9780273767183
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| Bibliographies/Indexes
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Includes bibliographical references (pages R1-R23) and index.
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| Contents
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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 -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
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| Subject
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Marketing.
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| Subject
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Marketing
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Marketing, 0 Gesamtdarstellung.
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| Subject
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.K625 2013
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| Added Entry
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Kotler, Philip.
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