01870nam a22002417a 4500 OSt 20211123104334.0 120517t xxu||||| |||| 00| 0 eng d 9781292220178 1292220171 LC HF5415.K91 Kotler, Philip Principles of marketing. / Philip Kotler and Gary Armstrong 17th ed. Boston: Pearson, 2018. 734 p.: ill (some col.); Includes index Contents: 1. Defining marketing and the marketing process: Marketing: creating customer value and engagement -- Company and marketing strategy: partnering to build customer engagement, value, and relationships -- 2. Understanding the marketplace and consumer value: Analyzing the market environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior --3. Designing a customer-driven marketing strategy and mix: Customer value-driven marketing strategy: creating value for target customers -- Products, 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 -- Engaging consumers and communicating customer value: integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- 4. Extending marketing: Creating competitive advantage -- The global marketplace -- Sustainable marketing: social responsibility and ethics -- Marketing Armstrong, Gary lcc BK 8059 15559 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-06 0 HF5415.K91(17e) K/1414/1414/19 2021-11-19 00:00:00 1 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-06 0 HF5415.K911(17e) K/1415/1415/19 2021-11-19 00:00:00 2 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 0 HF5415.K912(17e) K/1572/1572/19 2022-08-10 00:00:00 3 2021-11-19 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 0 HF5415.K913(17e) K/1573/1573/19 2022-08-10 00:00:00 4 2021-11-19 BK