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Principles of marketing / Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina.

Kotler, Philip. (Author). Armstrong, Gary (Gary M.) (Added Author).

Electronic resources

Available copies

  • 1 of 1 copy available at Berklee College of Music.

Current holds

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 -

Record details

  • ISBN: 9780133795028 (alk. paper)
  • ISBN: 0133795020 (alk. paper)
  • Physical Description: xxiv, 708 pages ; 29 cm
  • Edition: Sixteenth edition.
  • Publisher: Boston : Pearson, [2015]

Content descriptions

General Note:
Faculty reserve.
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.
Subject: Marketing.

Additional Resources