TY  - BOOK
AU  - Kotler, Philip 
AU  - Armstrong, Gary.
TI  - Principles of Marketing
SN  - 9788120332928
U1  - 658.8 
PY  - 2008///
CY  - New Delhi
PB  - PHI
KW  - Marketing
KW  - Marketing--Management
KW  - Europe
N1  - Part 1-Defining Marketing and the Marketing Process 

1. Marketing: Managing Profitable Customer Relationships 
2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2-Understanding the Marketplace and Consumers 

3. The Marketing Environment
4. Managing Marketing Information 
5. Consumer Markets and Consumer Buyer Behavior 
6. Business Markets and Business Buyer Behavior

Part 3-Designing a Customer-Driven Strategy and Marketing Mix 

7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 
8. Product, Services, and Branding Strategies 
9. New-Product Development and Life-Cycle Strategies 
10. Pricing Products: Understanding and Capturing Customer Value 
11. Pricing Products: Pricing Strategies 
12. Marketing Channels and Supply Chain Management 
13. Retailing and Wholesaling 
14. Communicating Customer Value: Integrated Marketing Communication Strategy 
15. Advertising and Public Relations 
16. Personal Selling and Sales Promotion 
17. Direct and Online Marketing: Building Direct Customer Relationships  

Part 4-Extending Marketing 

18. Creating Competitive Advantage
19. The Global Marketplace 
20. Marketing Ethics and Social Responsibility  
APPENDIXES 1. Marketing Plan 
APPENDIXES 2. Marketing by the Numbers 
APPENDIXES 3. Careers in Marketing 
References 
Glossary 
Credits 
Index
ER  -