Principles of marketing / Philip Kotler, Gary Armstrong.
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TextPublication details: Upper Saddle River, NJ [etc.] : Pearson, 2010 [i.e. 2009].Edition: 13th ed., global edDescription: 637 p., [127] p. : ill. ; 28 cmISBN: - 9780137006694 (pbk)
- 0137006691 (pbk)
- HF5415 .K84
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Methodist University Library Main General Stacks | Reference | HF5415 .K84 (Browse shelf(Opens below)) | Available | 38497 | |||||||||||||
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Methodist University Library Main General Stacks | Reference | HF5415 .K84 (Browse shelf(Opens below)) | Available | 38495 | |||||||||||||
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Methodist University Library Tema Reference | HF5415 .K84 (Browse shelf(Opens below)) | Available | 38496 |
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| HF5415 .K452 Marketing : | HF5415 .K636 Principles of marketing / | HF5415 .K636 Principles of marketing / | HF5415 .K84 Principles of marketing / | HF5415 .M29474 Marketing / | HF5415 .M29474 Marketing / | HF5415.1 263.D79 Business marketing : |
Previous edition: Upper Saddle River, N.J. : Pearson Prentice Hall, 2008.
"The Global edition has been edited to include enhancements making it more relevant to students outside the United States."--Page 4 of cover.
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: understanding and capturing customer value --
Pricing strategies --
Marketing channels: delivering customer value --
Retailing and wholesaling --
Communicating customer value: integrated marketing communications strategy --
Advertising and public relations --
Personal selling and sales promotion --
Direct and online marketing: building direct customer relationships --
Creating competitive advantage --
Global marketplace --
Sustainable marketing: social responsibility and ethics.
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