Armstrong, Gary. creator Kotler, Philip. Trifts, Valerie. Buchwitz, Lily Anne. text xxu Ontario Pearson Canada Inc. 2015 5th ed. monographic eng

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xxvi, 630 p. : ill. ; 28 cm. Part 1: Defining marketing and the marketing process: Marketing:creating and capturing customer value -- Company and marketing strategy: partnering to build customer relationships -- Sustainable marketing social responsibility and ethics -- Part 2: Understanding the marketplace and consumers: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding customer and business buyer behaviour -- Part 3: Designing a customer-driven marketing strategy and marketing mix: Segmentation, targeting, and positioning -- Developing and managing products and services -- Brand strategy and management -- Pricing: understanding and capturing customer value -- Marketing channels -- Communicating customer value: advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing. Gary Armstrong et al. Includes bibliographical references. HF5415.M295(5e) 9780133373141 200312