| 000 | 02315cam a2200313 i 4500 | ||
|---|---|---|---|
| 001 | 20683783 | ||
| 003 | Urbe University | ||
| 005 | 20220105192725.0 | ||
| 008 | 180927s2020 nju b 001 0 eng | ||
| 010 | _a 2018045243 | ||
| 020 |
_a9780135192122 _q(main title) |
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| 040 |
_aDLC _beng _cDLC _erda _dDLC |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415 _b.K625 2020 |
| 082 | 0 | 0 |
_a658.8 _223 |
| 100 | 1 |
_aArmstrong, Gary _q(Gary M.), _eauthor. |
|
| 245 | 1 | 0 |
_aMarketing : _ban introduction / _cGary Armstrong, University of North Carolina, Philip Kotler, Northwestern University. |
| 250 | _aFourteenth edition. | ||
| 260 |
_aHoboken, NJ : _bPearson, _c2020 |
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| 300 |
_a646 pages ; _c28 cm |
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| 500 | _aRevised edition of the authors' Marketing, [2017] | ||
| 504 | _aIncludes bibliographical references (pages 607-628) and index. | ||
| 505 | _aPART 1: DEFINING MARKETING AND MARKETING PROCESS1. Marketing: Creating Customer Value and Engagement2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE3. Analyzing the Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Understanding Consumer and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers7. Products, Services, and Brands: Building Customer Value8. Developing New Products and Managing the Product Life Cycle9. Pricing: Understanding and Capturing Customer Value10. Marketing Channels: Delivering Customer Value11. Retailing and Wholesaling12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations13. Personal Selling and Sales Promotion14. Direct, Online, Social Media, and Mobile Marketing PART 4: EXTENDING MARKETING15. The Global Marketplace16. Sustainable Marketing: Social Responsibility and Ethics Appendix 1: Company Cases. Appendix 2: Marketing Plan.Appendix 3: Marketing by the Numbers. Appendix 4: Careers in Marketing | ||
| 650 | 0 | _aMarketing. | |
| 700 | 1 |
_aKotler, Philip, _eauthor. |
|
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
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| 942 |
_2lcc _cBK |
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| 999 |
_c442 _d442 |
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