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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextPublication details: Boston : Prentice Hall, 2013.Edition: 11th edDescription: various paging : col. ill. ; 28 cmISBN:
  • 9780132744034
  • 0132744031
Subject(s): DDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .K625 2013
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 -- 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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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8 AR MA (Browse shelf(Opens below)) Available T0044788
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658.8 AR ET Ethical marketing and the new consumer / 658.8 AR MA Marketing : 658.8 AR MA Marketing : 658.8 AR MA Marketing : 658.8 AR MA Marketing : 658.8 AR MA Marketing : 658.8 BA BU Building an online cash cow :

Includes bibliographical references and index.

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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