TY  - BOOK
AU  - Kotler, Philip
AU  - Armstrong, Gary
TI  - Principles of marketing
SN  - 9781292092485
AV  - HF5415.K91 
PY  - 2016///
CY  - Boston
PB  - Pearson
KW  - Marketing
N1  - 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
ER  -