Principles of marketing / Philip Kotler, Gary Armstrong.
| Author/creator | Kotler, Philip |
| Other author | Armstrong, Gary (Gary M.) |
| Format | Book |
| Edition | 15th ed. |
| Publication Info | Upper Saddle River, N.J. : Pearson, ©2014. |
| Description | xxii, 695 pages : color illustrations ; 30 cm |
| Subjects |
| 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 : additional considerations -- 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 : social responsibility and ethics. |
| Bibliography note | Includes bibliographical references and index. |
| LCCN | 2012037271 |
| ISBN | 9780133084047 |
| ISBN | 0133084043 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Joyner | General Stacks | HF5415 .K636 2014 | ✔ Available | Place Hold |