| 000 -LEADER |
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| fixed length control field |
02542nam a2200241 a 4500 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781292092485 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
160613n 000 0 eng d |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126101138.0 |
| CONTROL NUMBER |
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| control field |
64353 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kotler, Philip |
| TITLE STATEMENT |
|---|
| Title |
Principles of marketing |
| Statement of responsibility, etc |
Philip Kotler, Gary Armstrong |
| EDITION STATEMENT |
|---|
| Edition statement |
16th global ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Boston : |
| Name of publisher, distributor, etc |
Pearson, |
| Date of publication, distribution, etc |
c2016. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
731 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
28 cm. |
| SERIES STATEMENT |
|---|
| Series statement |
Always Learning |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part 1. Defining Marketing and the Marketing Process 1. Marketing: Creating Customer Value and Engagement 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Part 2. Understanding the Marketplace and Customer Value 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3. Designing a Customer Value-Driven Marketing Strategy and Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Product, Services, and Brands: Building Customer Value 9. Developing New Products and Managing the Product Life Cycle 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communications 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Digital, Mobile, and Social Media Marketing Part 4. Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics APPENDIXES 1. Marketing Plan 2. Marketing by the Numbers 3. Marketing Careers References Glossary Index. |
| SUMMARY, ETC. |
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| Summary, etc |
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing management |
| Source of heading or term |
sears |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Armstrong, Gary |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |