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Principles of marketing /

By: Kotler, Philip
Title By: Armstrong, Gary (Gary M.)
Material type: BookPublisher: Upper Saddle, N.J. : Pearson, c2014.Edition: 15th ed.Description: 716 p. : col. ill. ; 30 cm.ISBN: 9780273786993; 0133084043Program: MARK101Subject(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 KO PR (Browse shelf) Available T0049080
REGULAR University of Wollongong in Dubai
Main Collection
658.8 KO PR (Browse shelf) Available T0048919
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 -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing.

"Global edition" cover page.


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