Kotler, Philip creator Armstrong, Gary text xxu Boston Pearson 2018 17th ed. monographic eng

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734 p.: ill (some col.); 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 -- Philip Kotler and Gary Armstrong Includes index Marketing HF5415.K91 9781292220178 1292220171 120517 20211123104334.0