TY  - BOOK
AU  - Kotler,Philip
AU  - Armstrong,Gary
TI  - Principles of marketing
SN  - 9780137006694 (pbk)
AV  - HF5415 .K84
PY  - 2010/// [i.e. 2009]
CY  - Upper Saddle River, NJ [etc.]
PB  - Pearson
KW  - Marketing
N1  -  	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
ER  -