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Principles of marketing / Philip Kotler, Gary Armstrong.
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TextPublication details: Upper Saddle, N.J. : Pearson, c2014. Edition: 15th edDescription: xxii, 695 p. : col. ill. ; 30 cmISBN: 9780133084047; 0133084043Subject(s): MarketingDDC classification: 658.8 | Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Reference Stacks | Reference | 658.8 K87p 2014 (Browse shelf(Opens below)) | 01 | Available | 020250 |
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| 658.5 S381o 2011 Operations management : contemporary concepts and cases / | 658.5752 U45p 2012 Product design and development / | 658.7 C549s 2013 Supply chain management : strategy, planning, and operation / | 658.8 K87p 2014 Principles of marketing / | 658.8001 K87p Principles of Marketing / | 658.802 S526s 2010 Strategic marketing : text and cases the Indian perspective / | 658.802 S656m 2011 Marketing communications : integrating offline and online with social media / |
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.
Media and Communication