000			03098 a2200205 4500
008			160902b2016 xxu||||| |||| 00| 0 eng d
020			_a9789332558472
082			_a658.8 _bK6P7-2016
100			_aKotler, Philip _9335978
245			_aPrinciples of marketing
250			_a15th ed
260			_aIndia _bPearson Education _c2016
300			_axxiii, 732 p.
504			_aTable of Contents: Part I. Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part II. Understanding the Marketplace and Consumers 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part III. Designing a Customer-Driven Strategy and Mix 7. Consumer-Driven Marketing Strategy 8. Products, Services, and Brands: Building Customer Value 9. New Product Development and Product Life-Cycle Strategies 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communications Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part IV. Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics
520			_aHelp students learn how to create value and gain loyal customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the program helps students understand how to create value and gain loyal customers. The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ technology to gain competitive advantage–from traditional marketing all-stars such as P&G and McDonald’s to new-age digital competitors such as Apple and Google. Newly available with the fifteenth edition, the new design MyMarketingLab’s hands-on activities and exercises enable students to better understand and master the course’s core concepts–and the skills required to be successful marketers today. (https://www.pearsonhighered.com/product/Kotler-Principles-of-Marketing-15th-Edition/9780133084047.html)
650			_aMarketing _94378
650			_aMarketing - Management _97070
700			_aArmstrong, Gary _938308
942			_2ddc _cBK
999			_c204447 _d204447