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