Principles of marketing / Philip Kotler, ... Read More
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| Location | Call Number / Copy Notes | Barcode | Shelving Location | Holdable? | Status | Due Date |
|---|---|---|---|---|---|---|
| Library Reserve Desk | HF5415.K636 2015 | 37684001088354 | Getz Reserve | 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 |
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| Subject: | Marketing. |
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| 245 | 1 | 0. | ‡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 | |
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| 500 | . | ‡aFaculty reserve. | |
| 500 | . | ‡aMaterial for MB-325 (Fabrizio). | |
| 504 | . | ‡aIncludes bibliographical references and index. | |
| 505 | 0 | 0. | ‡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. | |
| 700 | 1 | . | ‡aArmstrong, Gary ‡q(Gary M.) |
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