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Principles of Marketing Global edition

Author: Philip Kotler; Gary Armstrong
Publisher: Upper Saddle River, NJ [etc.] : Pearson, ©2010.
Edition/Format:   Print book : English : 13th (global) edView all editions and formats
Summary:
A comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships.
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Document Type: Book
All Authors / Contributors: Philip Kotler; Gary Armstrong
ISBN: 9780137006694 0137006691
OCLC Number: 981086496
Description: 637 p., [127] p. : ill. ; 29 cm.
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 : understanding and capturing customer value --
Pricing strategies --
Marketing channels : delivering customer value --
Retailing and wholesaling --
Communicating customer value : integrated marketing communications strategy --
Advertising and public relations --
Personal selling and sales promotion --
Direct and online marketing : building direct customer relationships --
Creating competitive advantage --
Global marketplace --
Sustainable marketing : social responsibility and ethics.
Responsibility: Philip Kotler, Gary Armstrong.

Abstract:

A comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships.

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