Kotler, Philip
Principles of marketing / Philip Kotler and Gary Armstrong - 16th ed. - Boston: Pearson, 2016. - 731 p. : ill. (some col.) ;
Includes index
Contents: Part 1: Defining marketing and the marketing process: Marketing: creating customer value and engagement -- Company and marketing strategy -- Part 2 : Understanding the marketplace and consumers: Analyzing the market environment -- Managing market information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- --Part 3 : Designing a customer-driven marketing strategy and mix: Customer driven marketing strategy -- Products services, and brands-- New products development and product life-cycle strategies -- Pricing -- Pricing strategies -- Market channels -- Retailing and wholesaling -- Engaging customers and communicating customer value -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing --
Part 4: Extending marketing: Creating competitive advantage -- The global marketplace -- Social responsibility and ethics.
9781292092485 1292092483
Marketing
HF5415.K91
Principles of marketing / Philip Kotler and Gary Armstrong - 16th ed. - Boston: Pearson, 2016. - 731 p. : ill. (some col.) ;
Includes index
Contents: Part 1: Defining marketing and the marketing process: Marketing: creating customer value and engagement -- Company and marketing strategy -- Part 2 : Understanding the marketplace and consumers: Analyzing the market environment -- Managing market information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- --Part 3 : Designing a customer-driven marketing strategy and mix: Customer driven marketing strategy -- Products services, and brands-- New products development and product life-cycle strategies -- Pricing -- Pricing strategies -- Market channels -- Retailing and wholesaling -- Engaging customers and communicating customer value -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing --
Part 4: Extending marketing: Creating competitive advantage -- The global marketplace -- Social responsibility and ethics.
9781292092485 1292092483
Marketing
HF5415.K91