TY  - BOOK
AU  - Armstrong,Gary
AU  - Kotler,Philip
TI  - Marketing: an introduction 
SN  - 0273767186
U1  - 658.8 23
PY  - 2013///]
CY  - Boston, London
PB  - Pearson
KW  - Marketing
KW  - Textbooks
N1  - 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
ER  -