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Principles of marketing / Philip Kotler, Gary Armstrong.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle, N.J. : Pearson, c2016.Edition: 16th edDescription: 731 p. : col. ill. ; 30 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781292092485
  • 1292092483
Subject(s): DDC classification:
  • 658.8 23 K.P.P
Online resources:
Contents:
Part 1. Defining Marketing and the Marketing Process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Part 2. Understanding the Marketplace and Customer Value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Part 3. Designing a Customer Value-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: Additional Considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Retailing and Wholesaling -- Engaging customers and Communicating customer value -- Advertising and public relations -- Personal selling and sales promotion – Direct, online, Social Media, and Mobile Marketing -- Part 4. Extending Marketing -- Creating competitive advantage -- The global marketplace -- Social Responsibility and Ethic
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Holdings
Item type Current library Collection Call number Status Notes Date due Barcode Course reserves
Text Books Text Books Main library Reserve Commerce and business administration ( Marketing ) 658.8 K.P.P (Browse shelf(Opens below)) Not for loan pharmacy sciences 00013690

Marketing (1)

Drug marketing

Includes bibliographical references and index.

Part 1. Defining Marketing and the Marketing Process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Part 2. Understanding the Marketplace and Customer Value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Part 3. Designing a Customer Value-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: Additional Considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Retailing and Wholesaling -- Engaging customers and Communicating customer value -- Advertising and public relations -- Personal selling and sales promotion – Direct, online, Social Media, and Mobile Marketing -- Part 4. Extending Marketing -- Creating competitive advantage -- The global marketplace -- Social Responsibility and Ethic

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