Kotler, Philip. <br/><br/>
Principles of marketing / 
Philip Kotler, Gary Armstrong. 
 - 15th ed. 
 - Upper Saddle, N.J. :  Pearson,  c2014. 
 - 716 p. :  col. ill. ;  30 cm. 
<br/><br/> "Global edition" cover page. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
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<br/><br/><label>ISBN: </label>9780273786993 0133084043 
<br/><br/><label>LCCN: </label>2012037271 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>LC Class. No.: </label>HF5415  / .K636 2014 
<br/><br/><label>Dewey Class. No.: </label>658.8