Amazon cover image
Image from Amazon.com

Principles of marketing / Philip Kotler, Gary Armstrong.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle, N.J. : Pearson, c2014.Edition: 15th edDescription: 716 p. : col. ill. ; 30 cmISBN:
  • 9780273786993
  • 0133084043
Subject(s): DDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .K636 2014
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 -- 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.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8 KO PR (Browse shelf(Opens below)) Available T0049080
REGULAR University of Wollongong in Dubai Main Collection 658.8 KO PR (Browse shelf(Opens below)) 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.

MARK101 UOWD

There are no comments on this title.

to post a comment.