Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Armstrong, Gary (Gary M.)Contributor(s): Kotler, PhilipMaterial type: TextTextLanguage: English Publication details: Harlow : Pearson, 2013Edition: 11th edDescription: Multi-numbering : ill ; 28 cmContent type: ISBN: 9780273767183 (pbk.); 0273767186 (pbk.)Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .M2965 2009
Contents:
1. Marketing: Creating and Capturing Customer Value -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- 3. Analyzing the Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Understanding Consumer and Business Buyer Behavior -- 6. Customer-Driven Marketing Strategy: Creating Value for Target Customers -- 7. Products, Services, and Brands: Building Customer Value -- 8. Developing New-Product Development and Life Cycle -- 9. Pricing: Understanding and Capturing Customer Value 10. Marketing Channels: Delivering Customer Value -- 11. Retailing and Wholesaling -- 12. Communicating Customer Value: Advertising and Public Relations -- 13. Communicating Customer Value: Personal Selling and Sales Promotion -- 14. Direct and Online Marketing: Building Direct Customer Relationships -- 15. The Global Marketplace -- 16. Sustainable marketing: Social Responsibility and Ethics.
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Holdings
Item type Current library Home library Call number URL Status Notes Date due Barcode Item holds
Books Books BUC
BUC
658.8 AGM (Browse shelf (Opens below)) Available C - 41 14883
Books Books BUC
BUC
658.8 AGM (Browse shelf (Opens below)) Available C - 41 14884
Books Books BUC
BUC
658.8 AGM (Browse shelf (Opens below)) Available C - 41 14885
Books Books BUC
BUC
658.8 AGM (Browse shelf (Opens below)) Link to resource Available C - 41 14882
Total holds: 0

.Previous ed.: 2011

.Includes bibliographical references :p. (R1-R23) and index

1. Marketing: Creating and Capturing Customer Value -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- 3. Analyzing the Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Understanding Consumer and Business Buyer Behavior -- 6. Customer-Driven Marketing Strategy: Creating Value for Target Customers -- 7. Products, Services, and Brands: Building Customer Value -- 8. Developing New-Product Development and Life Cycle -- 9. Pricing: Understanding and Capturing Customer Value 10. Marketing Channels: Delivering Customer Value -- 11. Retailing and Wholesaling -- 12. Communicating Customer Value: Advertising and Public Relations -- 13. Communicating Customer Value: Personal Selling and Sales Promotion -- 14. Direct and Online Marketing: Building Direct Customer Relationships -- 15. The Global Marketplace -- 16. Sustainable marketing: Social Responsibility and Ethics.

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