TY  - BOOK
AU  - Kotler, Philip.
AU  - Armstrong, Gary.
TI  - Principles of marketing.
SN  - 8120328256
AV  - HF5415.K636(11e) 
PY  - 2006///
CY  - New Dehli
PB  - Prentice Hall of India
KW  - Marketing
N1  - Includes appendix, glossary and index; Contents: Part 1: Defining marketing and the marketing process: Marketing: managing profitable customer relationships  -- Company and marketing strategy: partnering to build customer relationships -- Part 2: Understanding the marketplace and consumers: the marketing environment  -- Managing marketing information -- Consumer markets and consumer buyers behavior -- Business markets and business buyer behavior --  Part 3: Designing a customer-driven marketing strategy and marketing mix: Segmentation, targeting, and positioning: building the right relationships with right customers -- Product, services, and branding strategies -- New-product development and life-cycle strategies -- Pricing product: pricing considerations and approaches -- Pricing products: pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and direct marketing -- Part 4: Extending marketing: Creativity competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing ethics and social responsibility.
ER  -