Principles of marketing /
Kotler, Philip.
Principles of marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina. - Seventeenth edition. - Harlow Pearson Education 2018 - xxiv, 708 pages ; 29 cm
Includes bibliographical references and index.
Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
9780133795028 (alk. paper) 0133795020 (alk. paper)
2014035224
Marketing.
HF5415.K636 2018
658.8
Principles of marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina. - Seventeenth edition. - Harlow Pearson Education 2018 - xxiv, 708 pages ; 29 cm
Includes bibliographical references and index.
Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
9780133795028 (alk. paper) 0133795020 (alk. paper)
2014035224
Marketing.
HF5415.K636 2018
658.8