Kotler, Philip. creator Armstrong, Gary (Gary M.) text bibliography nju Upper Saddle, N.J Pearson c2014 2014 15th ed. monographic eng

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xxii, 732 p. : col. ill. ; 30 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 -- 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. Philip Kotler, Gary Armstrong. Includes bibliographical references and index. Marketing HF5415 .K636 2014 658.8 9780133084047 0133084043 2012037271 DLC 120913 20180117090006.0 10382051 eng