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" Marketing : "
Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.
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BL
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| Record Number
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872775
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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, University of North Carolina, Philip Kotler, Northwestern University.
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| Edition Statement
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Thirteenth edition.
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| Publication Statement
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Boston :: Pearson,, [2017]
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| Page. NO
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xxviii, 642 ;; 28 cm
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| ISBN
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013414953X
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: 9780134149530
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| Notes
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Revised edition of the authors' Marketing, 2015.
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| Bibliographies/Indexes
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Includes bibliographical references (pages 601-621) and indexes.
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| Contents
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Defining marketing and the marketing process: Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and customer value: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value-driven strategy and mix: Customer value-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 -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing: The global marketplace -- Sustainable marketing : social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index.
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| Subject
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Marketing.
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Marketing
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Beziehungsmarketing
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Marketingtheorie
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85.40 marketing.
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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 2017
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| Added Entry
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Kotler, Philip
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