000			01961cam a2200193 a 4500
999			_c1701 _d1701
020			_a9780132390026 (alk. paper)
020			_a0132390027 (alk. paper)
022			_a9788120332928
050	0	0	_aHF5415 _b.K636
100	1		_aKotler, Philip.
245	1	0	_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong.
250			_a12th ed.
260			_aUpper Saddle River, N.J. : _bPearson/Prentice Hall, _cc2008.
300			_axxxii, 599, [99] p. : _bill. (chiefly col.) ; _c29 cm.
505			_a 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.
650		0	_aMarketing.
700	1		_aArmstrong, Gary
942			_cBK