000			02003nam a2200241Ia 4500
003			OSt
005			20230320123258.0
008			230320b |||||||| |||| 00| 0 eng d
020			_a9788120332928
040			_cCUS
082			_a658.8 _bKOT/P
100			_aKotler, Philip _93637
245		0	_aPrinciples of Marketing
250			_a12 ed.
260			_aNew Delhi: _bPHI, _c2008.
300			_axxiv, 599 p. : _bill. ; _c29 cm.
505			_aPart 1-Defining Marketing and the Marketing Process 1. Marketing: Managing Profitable Customer Relationships 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2-Understanding the Marketplace and Consumers 3. The Marketing Environment 4. Managing Marketing Information 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3-Designing a Customer-Driven Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 8. Product, Services, and Branding Strategies 9. New-Product Development and Life-Cycle Strategies 10. Pricing Products: Understanding and Capturing Customer Value 11. Pricing Products: Pricing Strategies 12. Marketing Channels and Supply Chain Management 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part 4-Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan APPENDIXES 2. Marketing by the Numbers APPENDIXES 3. Careers in Marketing References Glossary Credits Index
650			_aMarketing _94829
650			_aMarketing--Management _9680
650			_aEurope _94929
700			_aArmstrong, Gary. _911087
942			_cWB16 _2ddc
999			_c150215 _d150215