000			01870nam a22002417a 4500
003			OSt
005			20211123104334.0
008			120517t xxu||||| |||| 00| 0 eng d
020			_a9781292220178
020			_a1292220171
040			_cLC
050			_aHF5415.K91
100			_aKotler, Philip
245			_aPrinciples of marketing. / _cPhilip Kotler and Gary Armstrong
250			_a17th ed.
260			_aBoston: _bPearson, _c2018.
300			_a734 p.: _bill (some col.);
500			_aIncludes index
505			_aContents: 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 --
650			_bMarketing
700			_aArmstrong, Gary
942			_2lcc _cBK
999			_c8059 _d15559