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Principles of marketing

Principles of marketing
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Barcode Shelf Location Collection Volume Ref. Branch Status Due Date Res.
10022952 HF5415.K63 2015
 Reference Book for IBSM and Logistics   GUtech Library . . Available .  
10022953 HF5415.K63 2015
 Reference Book for IBSM and Logistics   GUtech Library . . Available .  
10022954 HF5415.K63 2015
 Reference Book for IBSM and Logistics   GUtech Library . . Available .  
10022955 HF5415.K63 2015
 Reference Book for IBSM and Logistics   GUtech Library . . Available .  
10022956 HF5415.K63 2015
 Reference Book for IBSM and Logistics   GUtech Library . . Available .  
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Catalogue Information
Field name Details
ISBN 9781292092485
Shelf Location HF5415.K63 2015
Author Kotler, Philip
Title Principles of marketing
16th ed., global ed.
Publisher Boston : Pearson , 2016
Description 731 p. ; 29 cm
Contents Includes bibliographical references and index.
Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
Subject Marketing
Other name(s) Armstrong, Gary
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