02141cam a2200361 a 4500 10382051 OSt 20180117090006.0 120913s2014 njua b 001 0 eng 2012037271 9780133084047 0133084043 (OCoLC)ocn809989057 (NNC)10382051 DLC eng DLC YDX OCLCO YDXCP BWX pcc HF5415 .K636 2014 658.8 23 Kotler, Philip. Principles of marketing / Philip Kotler, Gary Armstrong. 15th ed. Upper Saddle, N.J. : Pearson, c2014. xxii, 732 p. : col. ill. ; 30 cm. 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.) ddc BK 20130722 c rad1 MPS 20130722 a rad1 MPS 3466 3466 0 0 ddc 0 0 NFIC CL CL GEN 2016-06-27 1 658.8 KOT S3H-S-795 2025-09-24 2017-12-29 2016-06-27 BK