Principles of marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina.
Material type: TextPublisher: Boston : Pearson, 2016Edition: Sixteenth editionDescription: xxiv, 708 pages ; 29 cmISBN:- 1292092483
- 9781292092485
- 9780133795028 (alk. paper)
- 0133795020 (alk. paper)
- 658.8 23
- HF5415 .K636 2015
Item type | Current library | Home library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|---|
Book | Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 658.8 KOT (Browse shelf(Opens below)) | 1 | Checked out | 22/01/2024 | 3010031030 | |
Book | Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 658.8 KOT (Browse shelf(Opens below)) | 3 | Checked out | 24/06/2024 | 3010031032 | |
Book | Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 658.8 KOT (Browse shelf(Opens below)) | 4 | Checked out | 17/09/2024 | 3010031033 | |
Book | Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 658.8 KOT (Browse shelf(Opens below)) | 5 | Checked out | 24/03/2024 | 3010031034 | |
Book | School of Pharmacy General Stacks | School of Pharmacy General Stacks | 658.8 KOT (Browse shelf(Opens below)) | 2 | Available | 3010031031 |
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.
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