001 avmolOPAC2008-5041
080 $a658.8
100 $aKotler, Philip,
245 $aPrinciples of marketing $cPhilip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy
250 $a7th European Edition
260 $aHarlow [i in.] $bPearson Education Limited $c2017
300 $aXXIV, 675 $bil. $c23 cm
500 $aRevised edition of the authors' Principles of marketing. - Preface -- 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 $aMarketing
700 $aArmstrong, Gary author.
700 $aHarris, Lloyd C.
920 $a9781292092898