000 | 03255cam a2200349 a 4500 | ||
---|---|---|---|
001 | 15152249 | ||
005 | 20240510092400.0 | ||
008 | 080124s2008 njua 000 0 eng | ||
010 | _a 2008003309 | ||
020 | _a9781292220178 | ||
035 | _a(OCoLC)191697384 | ||
035 | _a(OCoLC)ocn191697384 | ||
040 |
_aDLC _cDLC _dYDX _dYDXCP _dBTCTA _dDLC |
||
041 | _aEnglish | ||
050 | 0 | 0 |
_aHF5415 _b.K6314 |
100 |
_aKotler, Philip _91123 _eauthor |
||
245 | 0 | 0 |
_aPrinciples of marketing _c/ Philip Kotler, Gary Armstrong, Marc Oliver Opresnik |
250 |
_aSeventeenth edition ; _bGlobal edition. |
||
260 |
_aHarlow, England : _bPearson Education, _c2018. |
||
300 |
_a734 pages : _billustrations (chiefly color) ; _c28 cm. |
||
505 | _aPart 1. Defining marketing and the marketing process -- Part 2. Understanding the marketing and consumer value -- Part 3. Designing a customer value -- Driven strategy and mix -- Part 4. Extending marketing. | ||
520 | _aThese are exciting times in marketing. Recent surges in digital technologies have created a new, more engaging, more connected marketing world. Beyond traditional tried-and-true marketing concepts and practices, today's marketers have added a host of new-age tools for engaging consumers, building brands, and creating customer value and relationships. In these digital times, sweeping advances in "the Internet of Things" — from social and mobile media, connected digital devices, and the new consumer empowerment to "big data" and new marketing analytics — have profoundly affected both marketers and the consumers they serve. All around the world — across five continents, more than 40 countries and 24 languages — students, professors, and business professionals have long relied on Kotler/Armstrong's Principles of Marketing as the most-trusted source for teaching and learning about the latest developments in basic marketing concepts and practices. More than ever, the seventeenth edition introduces new marketing students to the fascinating world of modern marketing in a complete and authoritative yet fresh, practical and engaging way. Once again, we've added substantial new content and poured over every page, table, figure, fact, and example in order to make this the best text from which to learn about and teach marketing. Enhanced by MyMarketingLab, our online homework and personalized study tool, the seventeenth edition of Principles of Marketing remains the world standard in introductory marketing education. | ||
650 | 0 | _aMarketing. | |
653 | _aBibliography B1 Fundamentals of Marketing | ||
653 | _aBibliography B1 Operational Marketing | ||
653 | _aBibliography MSc - Marketing Management: Account-Based Marketing | ||
700 |
_aArmstrong, Gary _92497 |
||
700 |
_aOpresnik, Marc Oliver _923123 |
||
856 |
_uhttps://search-ebscohost-com.hub.tbs-education.fr/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=1419870&site=ehost-live&scope=site&custid=s7247265&ebv=EB&ppid=pp_Cover _yEbook (7th European Edition) |
||
856 |
_uhttps://search-ebscohost-com.hub.tbs-education.fr/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=1419655&site=ehost-live&scope=site&custid=s7247265&ebv=EB&ppid=pp_Cover _yEbook (16th Global Edition) |
||
942 | _2lcc | ||
999 |
_c376 _d376 |