000			01580nam a22002417a 4500
003			OSt
005			20220609143231.0
008			120517t xxu||||| |||| 00| 0 eng d
020			_a9781292092485
020			_a1292092483
040			_cLC
050			_aHF5415.K91
100			_aKotler, Philip
245			_aPrinciples of marketing / _cPhilip Kotler and Gary Armstrong
250			_a16th ed.
260			_aBoston: _bPearson, _c2016.
300			_a731 p. : _bill. (some col.) ;
500			_aIncludes index
505			_aContents: 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.
650			_bMarketing
700			_aArmstrong, Gary
942			_2lcc _cBK
999			_c7810 _d15310