000 | 02012nam a2200325 i 4500 | ||
---|---|---|---|
999 |
_c46 _d46 |
||
001 | UUL9672 | ||
003 | BD-DhUUL | ||
005 | 20181106110414.0 | ||
008 | 180806s2016 mau b 001 0 eng | ||
020 | _a9781292018201 | ||
020 | _a1292018208 | ||
020 | _a1292092483 | ||
020 | _a9781292092485 | ||
020 | _a9780133795028 (alk. paper) | ||
020 | _a0133795020 (alk. paper) | ||
040 |
_aDLC _beng _cDLC _erda _dBD-DhUUL |
||
050 | 0 | 0 |
_aHF5415 _b.K636 2015 |
082 | 0 | 0 |
_a658.8 _223 |
100 | 1 |
_aKotler, Philip. _919084 |
|
245 | 1 | 0 |
_aPrinciples of marketing / _cPhilip Kotler, Northwestern University : Gary Armstrong, University of North Carolina. |
250 | _aSixteenth edition. | ||
264 | 1 |
_aBoston : _bPearson, _c2016 |
|
300 |
_axxiv, 708 pages ; _c29 cm |
||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | _aMarketing : 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. | |
526 | _aBBS | ||
650 | 0 |
_aMarketing. _919085 |
|
700 | 1 |
_aArmstrong, Gary _q(Gary M.) _919086 |
|
942 |
_2ddc _cBK |