Marketing
Subtitle: an introduction
By: Gary Armstrong, Philip Kotler
Contributors: Kotler, Philip
Edition: 11th ed.
Publisher: Prentice Hall
Published: 2012
Place of publication: Boston
Language: eng
ISBN-13: 9780132744034
Subjects: Marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing : creating and capturing customer value; title: Company and marketing strategy : partnering to build customer relationships; title: Analyzing the marketing environment; title: Managing marketing information to gain customer insights; title: Understanding consumer and business buyer behavior; title: Customer-driven marketing strategy : creating value for target customers; title: Products, services, and brands : building customer value; title: Developing new products and managing the product life-cycle; title: Pricing : understanding and capturing customer value; title: Marketing channels : delivering customer value; title: Retailing and wholesaling; title: Communicating customer value : advertising and public relations; title: Personal selling and sales promotion; title: Direct and online marketing : building direct customer relationships; title: The global marketplace; title: Sustainable marketing : social responsibility and ethics.