Kotler, Philip  <br/><br/>
Principles of Marketing 

 - 12 ed. 
 - New Delhi:  PHI,  2008. 
 - xxiv, 599 p. :  ill. ;  29 cm. 
<br/><br/>Part 1-Defining Marketing and the Marketing Process <br/><br/>1. Marketing: Managing Profitable Customer Relationships <br/>2. Company and Marketing Strategy: Partnering to Build Customer Relationships<br/><br/>Part 2-Understanding the Marketplace and Consumers <br/><br/>3. The Marketing Environment<br/>4. Managing Marketing Information <br/>5. Consumer Markets and Consumer Buyer Behavior <br/>6. Business Markets and Business Buyer Behavior<br/><br/>Part 3-Designing a Customer-Driven Strategy and Marketing Mix <br/><br/>7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers <br/>8. Product, Services, and Branding Strategies <br/>9. New-Product Development and Life-Cycle Strategies <br/>10. Pricing Products: Understanding and Capturing Customer Value <br/>11. Pricing Products: Pricing Strategies <br/>12. Marketing Channels and Supply Chain Management <br/>13. Retailing and Wholesaling <br/>14. Communicating Customer Value: Integrated Marketing Communication Strategy <br/>15. Advertising and Public Relations <br/>16. Personal Selling and Sales Promotion <br/>17. Direct and Online Marketing: Building Direct Customer Relationships  <br/><br/>Part 4-Extending Marketing <br/><br/>18. Creating Competitive Advantage<br/>19. The Global Marketplace <br/>20. Marketing Ethics and Social Responsibility  <br/>APPENDIXES 1. Marketing Plan <br/>APPENDIXES 2. Marketing by the Numbers <br/>APPENDIXES 3. Careers in Marketing <br/>References <br/>Glossary <br/>Credits <br/>Index 
<br/><br/><label>ISBN: </label>9788120332928 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing<br/>Marketing--Management<br/>Europe
<br/><br/><label>Dewey Class. No.: </label>658.8  / KOT/P