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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextPublisher: Boston : Prentice Hall, [2011]Copyright date: ©2011. Edition: Tenth editionDescription: xxviii, 541 pages : illustrations (chiefly color) ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780136102434 (alk. paper)
  • 0136102433
Subject(s): DDC classification:
  • 658.8 22 A.G.M
LOC classification:
  • HF5415 .K625 2011
Contents:
Marketing: creating and capturing customer value -- Company and marketing strategy: partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands: building customer value -- Developing new products and manging the product life cycle -- Pricing: understanding and capturing customer value -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Communicating customer value: advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing: building direct customer relationships -- The global marketplace -- Sustainable marketing: social responsibility and ethics.
Summary: For undergraduate courses in Principles of Marketing. This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8 A.G.M (Browse shelf(Opens below)) Available 00005053

Includes bibliographical references and index.

Marketing: creating and capturing customer value --
Company and marketing strategy: partnering to build customer relationships --
Analyzing the marketing environment --
Managing marketing information to gain customer insights --
Understanding consumer and business buyer behavior --
Customer-driven marketing strategy: creating value for target customers --
Products, services, and brands: building customer value --
Developing new products and manging the product life cycle --
Pricing: understanding and capturing customer value --
Marketing channels: delivering customer value --
Retailing and wholesaling --
Communicating customer value: advertising and public relations --
Personal selling and sales promotion --
Direct and online marketing: building direct customer relationships --
The global marketplace --
Sustainable marketing: social responsibility and ethics.

For undergraduate courses in Principles of Marketing. This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.

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