Kotler, Philip creator Armstrong, Gary text xxu Boston Pearson 2016 16th ed. monographic eng

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731 p. : ill. (some col.) ; Contents: Part 1: Defining marketing and the marketing process: Marketing: creating customer value and engagement -- Company and marketing strategy -- Part 2 : Understanding the marketplace and consumers: Analyzing the market environment -- Managing market information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- --Part 3 : Designing a customer-driven marketing strategy and mix: Customer driven marketing strategy -- Products services, and brands-- New products development and product life-cycle strategies -- Pricing -- Pricing strategies -- Market channels -- Retailing and wholesaling -- Engaging customers and communicating customer value -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Part 4: Extending marketing: Creating competitive advantage -- The global marketplace -- Social responsibility and ethics. Philip Kotler and Gary Armstrong Includes index Marketing HF5415.K91 9781292092485 1292092483 120517 20220609143231.0