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Principles of marketing / Philip Kotler, Gary Armstrong.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle, N.J. : Pearson, c2014.Edition: 15th edDescription: xxii, 695 p. : col. ill. ; 30 cmISBN:
  • 9780133084047
  • 0133084043
Subject(s): DDC classification:
  • 658.8 23
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 -- 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.
List(s) this item appears in: Marketing
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode Item holds
Books Books Library, Independent University, Bangladesh (IUB) Reference Stacks Reference 658.8 K87p 2014 (Browse shelf(Opens below)) 01 Not For Loan 020250
Total holds: 0

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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