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Bib ID: 158423

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You searched Book & Serials - Bib ID: 158423
DC Call No. 658.8 A735M 2017
ISBN 9781292146508 (pbk.)
Author Armstrong, Gary
Title Marketing : an introduction / Gary Armstrong, Philip Kotler with Marc O. Oliver Opresnik.
Edition 13th ed., Global ed.
Imprint Harlow, England : Pearson Education, c2017.
Physical Description 669 p. : ill.
Content Note Part 1. Defining marketing and the marketing process. 1, Marketing: creating customer value and engagement. 2, Company and marketing strategy: partnering to build customer engagement, value, and relationships -- Part 2. Understanding the marketplace and customer value. 3, Analyzing the marketing environment. 4, Managing marketing information to gain customer insights. 5, Understanding consumer and business buyer behavior -- Part 3. Designing a customer value-driven strategy and mix. 6, Customer value-driven marketing strategy: creating value for target customers. 7, Products, services, and brands: building customer value. 8, Developing new products and managing the product life cycle. 9, Pricing: understanding and capturing customer value. 10, Marketing channels: delivering customer value. 11,Retailing and wholesaling. 12, Engaging costomers and communicating customer value: advertising and public relations. 13, Personal selling and sales promotion. 14, Direct, online, social media, and mobile marketing -- Part 4. Extending marketing. 15, The global marketplace. 16, Sustainable marketing: social responsibility and ethics.
Subject Marketing
Added Author Kotler, Philip
Added Author Opresnik, Marc O.
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Call Number 658.8 A735M 2017
Location CL_General Book
Copy 1
Status Available
Item Number 1000188236

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