Kotler, Philip. creator Armstrong, Gary. text xxu New Dehli Prentice Hall of India 2006 11th ed. monographic eng

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xix, 651 + various pagings : ill(some col.) ; 27 cm. Contents: Part 1: Defining marketing and the marketing process: Marketing: managing profitable customer relationships -- Company and marketing strategy: partnering to build customer relationships -- Part 2: Understanding the marketplace and consumers: the marketing environment -- Managing marketing information -- Consumer markets and consumer buyers behavior -- Business markets and business buyer behavior -- Part 3: Designing a customer-driven marketing strategy and marketing mix: Segmentation, targeting, and positioning: building the right relationships with right customers -- Product, services, and branding strategies -- New-product development and life-cycle strategies -- Pricing product: pricing considerations and approaches -- Pricing products: pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Advertising, sales promotion, and public relations -- Personal selling and direct marketing -- Part 4: Extending marketing: Creativity competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing ethics and social responsibility. Philip Kotler and Gary Armstrong. Includes appendix, glossary and index. Marketing HF5415.K636(11e) 8120328256 120517