Principles of marketing / Philip Kotler and Gary Armstrong.
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TextLanguage: English Publication details: New York : Pearson Education Limited, c2014. Edition: 15th global edDescription: 716 p. : ill.; 28 cmISBN: 0273786997; 9780273786993 (pbk.)DDC classification: 658.8 Online resources: WorldCat details | E-book Fulltext | Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds | Course reserves |
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Dr. S. R. Lasker Library, EWU E-book | Non-fiction | 658.8 KOP 2014 (Browse shelf(Opens below)) | Not For Loan | |||||
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Dr. S. R. Lasker Library, EWU Circulation Section | Non-fiction | 658.8 KOP 2014 (Browse shelf(Opens below)) | C-3 | Available | 26470 |
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| 658.8 KOP 2006 Principles of marketing / | 658.8 KOP 2008 Principles of marketing / | 658.8 KOP 2008 Principles of marketing / | 658.8 KOP 2014 Principles of marketing / | 658.8 KOP 2018 Principles of marketing / | 658.8 KOP 2018 Principles of marketing / | 658.8 KOS 2008 Social marketing : |
Includes Index.
TOC <p><b>Part I. </b><b>Defining Marketing and the Marketing Process</b></p><p>1. Marketing: Creating and Capturing Customer Value</p><p>2. Company and Marketing Strategy: Partnering to Build Customer Relationships</p><p><b> </b></p><p><b>Part II. </b><b>Understanding the Marketplace and Consumers</b></p><p>3. Analyzing the Marketing Environment</p><p>4. Managing Marketing Information to Gain Customer Insights</p><p>5. Consumer Markets and Consumer Buyer Behavior</p><p>6. Business Markets and Business Buyer Behavior</p><p> </p><p><b>Part III. </b><b>Designing a Customer-Driven Strategy and Mix</b></p><p>7. Consumer-Driven Marketing Strategy</p><p>8. Products, Services, and Brands: Building Customer Value</p><p>9. New Product Development and Product Life-Cycle Strategies</p><p>10. Pricing: Understanding and Capturing Customer Value</p><p>11. Pricing Strategies</p><p>12. Marketing Channels: Delivering Customer Value</p><p>13. Retailing and Wholesaling</p><p>14. Communicating Customer Value: Integrated Marketing Communications Strategy</p><p>15. Advertising and Public Relations</p><p>16. Personal Selling and Sales Promotion</p><p>17. Direct and Online Marketing: Building Direct Customer Relationships</p><p> </p><p><b>Part IV. </b><b>Extending Marketing</b></p><p>18. Creating Competitive Advantage</p><p>19. The Global Marketplace</p><p>20. Sustainable Marketing: Social Responsibility and Ethics</p><p>Appendix 1 Marketing Plan</p><p>Appendix 2 Marketing by the Numbers</p><p><i>References</i></p><p><i>Glossary</i></p><p><i>Credits</i></p><p><i>Index</i></p>
BA
Tahur Ahmed
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