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Principles of marketing / Philip Kotler, Gary Armstrong. 2014

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle, N.J. : Pearson, c2014.Edition: 15th edDescription: xxii, 695 p. : col. ill. ; 30 cmISBN:
  • 9780133084047
Subject(s): DDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .K874 2014
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 products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing.
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Holdings
Item type Home library Collection Call number Copy number Status Notes Date due Barcode
Open Shelf Books Open Shelf Books Al-Ghazali Library OS HF5415 .K874 2014 (Browse shelf(Opens below)) Available GHAZ15094499
Open Shelf Books Open Shelf Books Al-Ghazali Library OS HF5415 .K874 2014 (Browse shelf(Opens below)) Available GHAZ14083615
Open Shelf Books Open Shelf Books Al-Ghazali Library OS HF5415 .K874 2014 (Browse shelf(Opens below)) 1/2 Available Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers. GHAZ14053573
Open Shelf Books Open Shelf Books Al-Ghazali Library OS HF5415 .K874 2014 (Browse shelf(Opens below)) 2/2 Available Principles of Marketing helps current and aspiring marketers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers. GHAZ14053574
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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 -- 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 products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing.