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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextAnalytics: Show analyticsPublisher: Boston ; London : Pearson, [2013]Copyright date: ©2013Edition: Eleventh edition, Global editionDescription: 534 pages, 112 variously numbered pages : colour illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0273767186
  • 9780273767183
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 -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands: building customer value -- Developing new products and an managing the product life cycle -- Pricing: understanding and capturing customer value -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Commincating customer value: advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships --The global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix 1: Company cases -- Appendiex 2: Marketing plan -- Appendix 3: Marketing by the numbers.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 ARM (Browse shelf(Opens below)) 1 Available A519340B
Book South Campus South Campus Main Collection 658.8 ARM (Browse shelf(Opens below)) 1 Available A519472B

Previous ed.: Boston, Mass.; London: Pearson, 2011.

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 -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands: building customer value -- Developing new products and an managing the product life cycle -- Pricing: understanding and capturing customer value -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Commincating customer value: advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships --The global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix 1: Company cases -- Appendiex 2: Marketing plan -- Appendix 3: Marketing by the numbers.

Machine converted from AACR2 source record.

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