| 000 | 02384cam a22003378i 4500 | ||
|---|---|---|---|
| 999 |
_c22273 _d22273 |
||
| 001 | 19359312 | ||
| 003 | AUA.1 | ||
| 005 | 20190521104934.0 | ||
| 008 | 161031s2017 nyu 000 0 eng | ||
| 010 | _a 2016045017 | ||
| 020 | _a9781292092898 | ||
| 040 |
_aDLC _beng _cDLC _erda |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415 _b.K636 2017 |
| 082 | 0 | 0 |
_a658.8 _223 |
| 100 | 1 |
_aKotler, Philip, _eauthor. |
|
| 245 | 1 | 0 |
_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy. |
| 250 | _aSeventh European Edition. | ||
| 260 |
_aHarlow,England _bPearson Education Limited, _cc2017 |
||
| 263 | _a1710 | ||
| 300 |
_axxiv, 675 p. : _bill., col. ,charts _c28 cm |
||
| 500 | _aRevised edition of the authors' Principles of marketing. | ||
| 504 | _aIncludes bibliographic references and index | ||
| 505 | 0 | _aPreface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven 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 -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2. | |
| 650 | 0 | _aMarketing. | |
| 700 | 1 |
_aArmstrong, Gary _q(Gary M.), _eauthor. _929480 |
|
| 700 | 1 | _aHarris, Lloyd C. | |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2lcc _cBOOK _hHF 5415 _i.K636 2017 |
||