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Principles of marketing /

by Kotler, Philip.
Authors: Armstrong, Gary%(Gary M.)%author | Opresnik, Marc Oliver%author Published by : Pearson Education, (Harlow, England :) Physical details: 734 p. : col. ill. ; 30 cm. ISBN: 1292220171 Subject(s): Marketing Year: 2018
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library English Collections Hall 658.8 K874 (Browse Shelf) Available 2019/2374

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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.

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