MARC Record from Library of Congress

LEADER: 01727cam a2200265 a 4500
001 2012037271
003 DLC
005 20130404082613.0
008 120913s2014 njua b 001 0 eng
010 $a 2012037271
020 $a9780133084047
020 $a0133084043
040 $aDLC$cDLC
042 $apcc
050 00 $aHF5415$b.K636 2014
082 00 $a658.8$223
100 1 $aKotler, Philip.
245 10 $aPrinciples of marketing /$cPhilip Kotler, Gary Armstrong.
250 $a15th ed.
260 $aUpper Saddle, N.J. :$bPearson,$cc2014.
300 $axxii, 695 p. :$bcol. ill. ;$c30 cm.
504 $aIncludes bibliographical references and index.
505 0 $aMarketing : 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 -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- 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 products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing.
650 0 $aMarketing.
700 1 $aArmstrong, Gary$q(Gary M.)