000			03321cam a2200337 a 4500
001			15152249
005			20240525062749.0
008			080124s2008 njua 000 0 eng
010			_a 2008003309
020			_a9780273786993
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
250			_aFifteenth edition ; _bGlobal edition
260			_aHarlow, England : _bPearson Education, _c2014
300			_a716 pages : _billustrations (chiefly color) ; _c28 cm.
504			_aIncludes bibliographical references and index.
505			_aMarketing : 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.
520			_aStudents 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.
650		0	_aMarketing _91020
653			_aBibliography B1 Fundamentals of Marketing
653			_aBibliography B1 Operational Marketing
653			_aBibliography MSc - Marketing Management: Account-Based Marketing
700			_aArmstrong, Gary _92497 _eauthor
856			_uhttps://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 _yEbook
942			_2lcc
999			_c4004 _d4004