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Principles of marketing : global edition

Author: Philip Kotler; Gary M Armstrong, Dr.
Publisher: Upper Saddle River [etc.] : Pearson, cop. 2010.
Edition/Format:   Print book : English : 13th edView all editions and formats

'Principles of Marketing' is organized around a customer-value and customer-relationship framework. Among the learning aids in the book are: concept previews; marketing stories; concept and key term  Read more...


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Document Type: Book
All Authors / Contributors: Philip Kotler; Gary M Armstrong, Dr.
ISBN: 9780137006694 0137006691
OCLC Number: 781159891
Description: loč. pag. : ilustr. ; 28 cm.
Contents: Part 1-Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2-Understanding the Marketplace and Consumers 3. The Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Consumer Markets and Consumer Buyer Behavior6. Business Markets and Business Buyer Behavior Part 3-Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers8. Product, Services, and Brands: Building Customer Value9. New-Product Development and Life-Cycle Strategies10. Pricing: Understanding and Capturing Customer Value11. Pricing Strategies12. Marketing Channels: Delivering Customer Value13. Retailing and Wholesaling14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations16. Personal Selling and Sales Promotion17. Direct and Online Marketing: Building Direct Customer Relationships Part 4-Extending Marketing 18. Creating Competitive Advantage19. The Global Marketplace20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan2. Marketing by the Numbers3. Careers in MarketingGlossary, Company Index, Subject Index
Responsibility: Philip kotler, Gary Armstrong.


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