TY  - BOOK
AU  - Kotler,Philip
AU  - Armstrong,Gary
TI  - Principles of marketing
SN  - 9780133084047
AV  - HF5415 .K874 2014
U1  - 658.8 23
PY  - 2014///
CY  - Upper Saddle, N.J.
PB  - Pearson
KW  - Marketing
N1  - 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
ER  -