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Principles of Marketing

Author: Philip Kotler; Gary M Armstrong
Publisher: Boston : Pearson, 2014 [i.e. 2013]
Edition/Format:   Print book : English : 15th ed, global edView all editions and formats

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Philip Kotler; Gary M Armstrong
ISBN: 0273786997 9780273786993
OCLC Number: 846782615
Description: 716 pages
Contents: Part I. Defining Marketing and the Marketing Process1. Marketing: Creating and Capturing Customer Value2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part II. Understanding the Marketplace and Consumers3. Analyzing the Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Consumer Markets and Consumer Buyer Behavior6. Business Markets and Business Buyer Behavior Part III. Designing a Customer-Driven Strategy and Mix7. Consumer-Driven Marketing Strategy8. Products, Services, and Brands: Building Customer Value9. New Product Development and Product Life-Cycle Strategies10. Pricing: Understanding and Capturing Customer Value11. Pricing Strategies12. Marketing Channels: Delivering Customer Value13. Retailing and Wholesaling14. Communicating Customer Value: Integrated Marketing Communications Strategy15. Advertising and Public Relations16. Personal Selling and Sales Promotion17. Direct and Online Marketing: Building Direct Customer Relationships Part IV. Extending Marketing18. Creating Competitive Advantage19. The Global Marketplace20. Sustainable Marketing: Social Responsibility and EthicsAppendix 1 Marketing PlanAppendix 2 Marketing by the NumbersReferencesGlossaryCreditsIndex
Responsibility: Philip Kotler, Gary Armstrong.


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