000 | 02003nam a2200241Ia 4500 | ||
---|---|---|---|
003 | OSt | ||
005 | 20230320123258.0 | ||
008 | 230320b |||||||| |||| 00| 0 eng d | ||
020 | _a9788120332928 | ||
040 | _cCUS | ||
082 |
_a658.8 _bKOT/P |
||
100 |
_aKotler, Philip _93637 |
||
245 | 0 | _aPrinciples of Marketing | |
250 | _a12 ed. | ||
260 |
_aNew Delhi: _bPHI, _c2008. |
||
300 |
_axxiv, 599 p. : _bill. ; _c29 cm. |
||
505 | _aPart 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 | ||
650 |
_aMarketing _94829 |
||
650 |
_aMarketing--Management _9680 |
||
650 |
_aEurope _94929 |
||
700 |
_aArmstrong, Gary. _911087 |
||
942 |
_cWB16 _2ddc |
||
999 |
_c150215 _d150215 |