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Kotler, Philip.

Principles of marketing / Philip Kotler, Gary Armstrong. - 12th ed. - Upper Saddle River, N.J. : Pearson/Prentice Hall, c2008. - xxxii, 599, [99] p. : ill. (chiefly col.) ; 29 cm.

Part 1. Defining Marketing and the Marketing Process --
1. Marketing: Creating and Capturing Customer Value --
2. Company and Marketing Strategy: Partnering to Build Customer Relationships --
Part 2. Understanding the Marketplace and Consumers --
3. The Marketing Environment --
4. Managing Marketing Information to Gain Customer Insights --
5. Consumer Markets and Consumer Buyer Behavior --
6. Business Markets and Business Buyer Behavior --
Part 3. Designing a Customer-Driven Marketing Strategy and Marketing Mix --
7. Customer-Driven Marketing Strategy: Creating Value for Target Customers --
8. Product, Services, and Brands: Building Customer Value --
9. New-Product Development and Life-Cycle Strategies --
10. Pricing: Understanding and Capturing Customer Value --
11. Pricing Strategies --
12. Marketing Channels: Delivering Customer Value --
13. Retailing and Wholesaling --
14. Communicating Customer Value: Integrated Marketing Communication Strategy --
15. Advertising and Public Relations --
16. Personal Selling and Sales Promotion --
17. Direct and Online Marketing: Building Direct Customer Relationships --
Part 4. Extending Marketing --
18. Creating Competitive Advantage --
19. The Global Marketplace --
20. Marketing Ethics and Social Responsibility --
Appendixes --
1. Marketing Plan --
2. Marketing by the Numbers --
3. Careers in Marketing.

ISBN: 9780132390026 (alk. paper) 0132390027 (alk. paper)

ISSN: 9788120332928

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415 / .K636