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Principles of marketing / Philip Kotler, ... Read More

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.

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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 ... Read More
Subject: Marketing.
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24510. ‡aPrinciples of marketing / ‡cPhilip Kotler, Northwestern University : Gary Armstrong, University of North Carolina.
250 . ‡aSixteenth edition.
264 1. ‡aBoston : ‡bPearson, ‡c[2015]
300 . ‡axxiv, 708 pages ; ‡c29 cm
336 . ‡atext ‡2rdacontent
337 . ‡aunmediated ‡2rdamedia
338 . ‡avolume ‡2rdacarrier
500 . ‡aFaculty reserve.
500 . ‡aMaterial for MB-325 (Fabrizio).
504 . ‡aIncludes bibliographical references and index.
50500. ‡tMarketing : creating customer value and engagement -- ‡tCompany and marketing strategy : partnering to build customer engagement, value, and relationships -- ‡tAnalyzing the marketing environment -- ‡tManaging marketing information to gain customer insights -- ‡tConsumer markets and buyer behavior -- ‡tBusiness markets and business buyer behavior -- ‡tCustomer-driven marketing strategy : creating value for target customers -- ‡tProduct, services, and brands : building customer value -- ‡tDeveloping new products and managing the product life cycle -- ‡tPricing : understanding and capturing customer value -- ‡tPricing strategies : additional considerations -- ‡tMarketing channels : delivering customer value -- ‡tRetailing and wholesaling -- ‡tCommunicating customer value : integrated marketing communications -- ‡tAdvertising and public relations -- ‡tPersonal selling and sales promotion -- ‡tDirect, digital, mobile, and social media marketing -- ‡tCreating competitive advantage -- ‡tThe global marketplace -- ‡tSustainable marketing : social responsibility and ethics.
650 0. ‡aMarketing.
7001 . ‡aArmstrong, Gary ‡q(Gary M.)
85640. ‡uhttps://library.berklee.edu/dml/view/pdf/principles-marketing ‡yClick to access (Berklee OnePass required)
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