Principles of marketing / Philip Kotler, Gary Armstrong.
Material type: TextPublication details: Noida : Pearson, c2016.Edition: 15th edDescription: viii, 732 p. : col. ill. ; 30 cmISBN:- 9789332558472
- 9780133084047
- 0133084043
- 658.8 23
- HF5415 .K636 2014
Item type | Current library | Home library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|---|---|
Books | BUFT Library General Stacks | BUFT Library General Stacks | Non-fiction | 658.8 K874p 2016 (Browse shelf(Opens below)) | C-1 | Available | 2019-0046 | |||
Books | BUFT Library General Stacks | BUFT Library General Stacks | Non-fiction | 658.8 K874p 2016 (Browse shelf(Opens below)) | C-2 | Available | 2019-0047 | |||
Books | BUFT Library General Stacks | BUFT Library General Stacks | Non-fiction | 658.8 K874p 2016 (Browse shelf(Opens below)) | C-3 | Available | 2019-0048 |
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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