000			01848nam a22001937a 4500
008			140411b xxu||||| |||| 00| 0 eng d
020			_a9780137006694
050			_aHF5415.K636
100			_aKotler,Philip
245			_aPrinciples of marketing. / _cPhilip Kotler and Gary Armstrong
250			_a13th ed.
260			_aUpper Saddle River: _bPearson, _c2010.
300			_a637p.: _bill. _c27cm.
500			_aIncludes appendix,references,glossary and index.
505			_aContents: Defining marketing and the marketing process: Marketing:creating and capturing customer value -- Company and marketing strategy: -- Partnering to build customer relationships -- Understanding the marketplace and consumers: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Designing a customer-driven marketing strategy and mix: Customer-driven marketing strategy:creating value for target customers -- Products,services,and brands: building customer value -- New- product development and product life cycle-strategies -- Pricing: understanding and capturing customer value -- Pricing strategies -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Communicating customer value: integrate marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships -- Extending marketing: Creating competitive advantage -- The Global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix1: Marketing plan -- Appendix 2: Marketing by the numbers -- Appendix 3: Careers in marketing.
650			_aMarketing
700			_aGary, Armstrong
942			_2lcc _cBK
999			_c2839 _d10339