Research Catalog
Principles of marketing
- Title
- Principles of marketing / Philip Kotler, Gary Armstrong.
- Author
- Kotler, Philip.
- Publication
- Upper Saddle, N.J. : Pearson, [2014], ©2014.
Items in the Library & Off-site
Filter by
1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | HF5415 .K636 2014 | Off-site |
Holdings
Details
- Additional Authors
- Armstrong, Gary (Gary M.)
- Description
- xxii, 695 pages : color illustrations; 30 cm
- Subject
- Marketing
- Bibliography (note)
- Includes bibliographical references and index.
- Contents
- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing.
- ISBN
- 9780133084047
- 0133084043
- LCCN
- 2012037271
- OCLC
- ocn809989057
- SCSB-13958976
- Owning Institutions
- Columbia University Libraries