Principles of marketing /
Kotler, Philip.
Principles of marketing / Philip Kotler, Gary Armstrong. - 15th ed. - Noida : Pearson, c2016. - viii, 732 p. : col. ill. ; 30 cm.
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.
9789332558472 9780133084047 0133084043
Marketing.
HF5415 / .K636 2014
658.8
Principles of marketing / Philip Kotler, Gary Armstrong. - 15th ed. - Noida : Pearson, c2016. - viii, 732 p. : col. ill. ; 30 cm.
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.
9789332558472 9780133084047 0133084043
Marketing.
HF5415 / .K636 2014
658.8