TY  - BOOK
AU  - Armstrong,Gary
AU  - Kotler,Philip
TI  - Marketing: an introduction 
SN  - 9780136102434 (alk. paper)
AV  - HF5415 .K625 2011
U1  - 658.8 22
PY  - 2011///]
CY  - Boston
PB  - Prentice Hall, 
KW  - Marketing
N1  - 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
N2  - For undergraduate courses in Principles of Marketing. This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.


ER  -