Principles of marketing / by Philip Kotler, Gary Armstrong.
Material type:
TextPublication details: Boston ; Pearson, c2014.Edition: 15th edDescription: 716 p. : ill. ; 27 cmISBN: - 978027378699
- 027378699
- 658.8 23
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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IBA Library General Stacks | Fiction | 658.8 K848p 2014 (Browse shelf(Opens below)) | C-2 | Available | 00050420 | ||
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IBA Library General Stacks | Fiction | 658.8 K848p 2014 (Browse shelf(Opens below)) | C-3 | Available | 00050421 | ||
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Books
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IBA Library General Stacks | Fiction | 658.8 K848p 2014 (Browse shelf(Opens below)) | C-1 | Available | 00050392 |
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| 658.8 K848p 2004 Principles of marketing / | 658.8 K848p 2012 Principles of marketing / | 658.8 K848p 2014 Principles of marketing / | 658.8 K848p 2014 Principles of marketing / | 658.8 K848p 2014 Principles of marketing / | 658.8 K85p 2018 Principles of marketing / | 658.8 K85p 2018 Principles of marketing / |
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.
MBA.
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