Principles of marketing / Philip Kotler and Gary Armstrong
Material type: TextPublisher: Boston: Pearson, 2016Edition: 16th edDescription: 731 p. : ill. (some col.)ISBN: 9781292092485; 1292092483Subject(s): MarketingLOC classification: HF5415.K91Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K636(16e) (Browse shelf) | 1 | Available | 9213/662/22 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K6361(16e) (Browse shelf) | 2 | Available | 9214/663/22 | |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K6363(16e) (Browse shelf) | 4 | Available | 9216/665/22 | |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.K6365(16e) (Browse shelf) | 6 | Available | 9218/667/22 | |
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HB172.5.D71(12e) Macroeconomics / | HF5415.13.M35(5e) Marketing strategy: a decision-focused approach. / | HF5415.13.P45(19e) Basic marketing: a marketing strategy planning approach. / | HF5415.K91(16e) Principles of marketing / | HF5686.C8.B564(6e) Cost management: a strategic emphasis. / | HF5686.C8.B568(6e) Cost management: a strategic emphasis. / | HF5623.D98(8e) Accounting for non-accounting students. / |
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.
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