Franklin

Marketing : an introduction / Gary Armstrong, Philip Kotler.

Author/Creator:
Armstrong, Gary (Gary M.)
Edition:
11th ed.
Publication:
Boston : Prentice Hall, c2013.
Format/Description:
Book
1 v. (various paging) : col. ill. ; 28 cm.
Subjects:
Marketing.
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 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.
Notes:
Includes bibliographical references ( p. R1 - R23 ) and index.
Local notes:
Acquired for the Penn Libraries with assistance from the Rosengarten Family Fund.
Contributor:
Kotler, Philip.
Rosengarten Family Fund.
ISBN:
9780132744034
0132744031
OCLC:
757935850
Loading...
Location Notes Your Loan Policy
Description Status Barcode Your Loan Policy