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Marketing : an introduction /

By: Armstrong, Gary (Gary M.)
Title By: Kotler, Philip
Material type: BookPublisher: Boston : Prentice Hall, 2013.Edition: 11th ed.Description: various paging : col. ill. ; 28 cm.ISBN: 9780132744034; 0132744031Subject(s): MarketingDDC classification: 658.8
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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection
658.8 AR MA (Browse shelf) Available T0044788
Total holds: 0

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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