TY  - BOOK
AU  - Kotler, Philip
AU  - Armstrong, Gary
TI  - Principles of marketing 
SN  - 9780273786993
AV  - HF5415 .K6314 
PY  - 2014///
CY  - Harlow, England
PB  - Pearson Education
KW  - Marketing
KW  - Bibliography B1 Fundamentals of Marketing
KW  - Bibliography B1 Operational Marketing
KW  - Bibliography MSc - Marketing Management: Account-Based Marketing
N1  - 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
N2  - Students 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 fifteenth 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 fifteenth 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 fifteenth edition of Principles of Marketing remains the world standard in introductory marketing education. We've thoroughly revised the fifteenth edition of principles of Marketing to reflect the major trends and forces impacting marketing in this high-tech era of customer value and relationships.
UR  - https://search-ebscohost-com.hub.tbs-education.fr/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=1419655&site=eds-live&scope=site&custid=s7247265&ebv=EB&ppid=pp_Cover
ER  -