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
|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|
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.