Marketing : an introduction / Gary Armstrong, Philip Kotler.
- 11th ed.
- Boston : Prentice Hall, c2013.
1 v. (various paging) : col. ill. ; 28 cm.
- 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 managing 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.
- Includes bibliographical references ( p. R1 - R23 ) and index.
- Local notes:
- Acquired for the Penn Libraries with assistance from the Rosengarten Family Fund.
- Kotler, Philip.
Rosengarten Family Fund.
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