01754cam a2200253 a 4500 0 0 ddc 0 0 MANAGEMENT MES MES MANAGEMENT 2019-02-20 825.00 0 658.8 KOT/P 39036 2019-02-20 00:00:00 2019-02-20 BK GL53R3 8126 8126 17461616 OSt 20220723130825.0 120913s2014 njua b 001 0 eng 9789332558472 oclc 658.8 KOT/P Kotler, Philip 1233 Principles of marketing / Philip Kotler ; Gary Armstrong 15th ed. Upper Saddle, N.J. : Pearson, c2014. 732p 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 -- 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. Marketing. Armstrong, Gary (Gary M.) 1278 7 cbc orignew 1 ecip 20 y-gencatlg ddc BK 658.8 KOT/P 658.8 KOT/P