Principles of marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina.
- 1 of 1 copy available at Berklee College of Music.
0 current holds with 1 total copy.
|Location||Call Number / Copy Notes||Barcode||Shelving Location||Holdable?||Status||Due Date|
|Library Reserve Desk||HF5415.K636 2015||37684001088354||Library Reserve Desk||Not holdable||Available||-|
- ISBN: 9780133795028 (alk. paper)
- ISBN: 0133795020 (alk. paper)
- Physical Description: xxiv, 708 pages ; 29 cm
- Edition: Sixteenth edition.
- Publisher: Boston : Pearson, 
Material for MB-325 (Fabrizio).
|Bibliography, etc. Note:||
Includes bibliographical references and index.
|Formatted Contents Note:||
Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
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