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Principles of marketing / Philip Kotler, Gary Armstrong

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Harlow, England : Pearson Education, 2016Edition: Sixteenth edition ; Global editionDescription: 731 pages : illustrations (chiefly color) ; 28 cm.ISBN:
  • 9781292092485
Subject(s): LOC classification:
  • HF5415 .K6314
Contents:
Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.
Summary: Across five continents, in more than 40 countries, and in 24 languages, students, and professors rely on Kolter/Armstrong's "Principles of Marketing" as the most-trusted source for teaching and learning basic marketing concepts and practices. More than ever, the sixteenth edition introduces new marketing students to the fascinating world of modern marketing in an innovative, complete, and authoritative yet fresh, practical, and enjoyable way. In this sixteenth edition, we've once again added substantial new content and poured over ever page, table, figure, fact, and example in order to keep this the best text from which to learn about and teach marketing. Enhanced by MyMarketingLab, our online homework and personalized study tool, the sixteenth edition of Principles of Marketing remains the world standard in introductory marketing education.
Holdings
Item type Current library Collection Call number Copy number Status Notes Date due Barcode
Recommended bibliography book TBS Barcelona Libre acceso Core Textbooks HF5415 KOT (Browse shelf(Opens below)) 1 Available Sixteenth Global edition. B03870
Recommended bibliography book TBS Barcelona Libre acceso Core Textbooks HF5415 KOT (Browse shelf(Opens below)) 2 Available Sixteenth Global edition B03869
Browsing TBS Barcelona shelves, Shelving location: Libre acceso, Collection: Core Textbooks Close shelf browser (Hides shelf browser)
HF5415 KOT Principles of marketing HF5415 KOT Principles of marketing HF5415 KOT Principles of marketing HF5415 KOT Principles of marketing HF5415 KOT Principles of marketing HF5415 KOT Principles of marketing HF5415 KOT Principles of marketing

Includes bibliographical references and index.

Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.

Across five continents, in more than 40 countries, and in 24 languages, students, and professors rely on Kolter/Armstrong's "Principles of Marketing" as the most-trusted source for teaching and learning basic marketing concepts and practices. More than ever, the sixteenth edition introduces new marketing students to the fascinating world of modern marketing in an innovative, complete, and authoritative yet fresh, practical, and enjoyable way. In this sixteenth edition, we've once again added substantial new content and poured over ever page, table, figure, fact, and example in order to keep this the best text from which to learn about and teach marketing. Enhanced by MyMarketingLab, our online homework and personalized study tool, the sixteenth edition of Principles of Marketing remains the world standard in introductory marketing education.

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