000			02800cam a2200325 a 4500
001			15152249
005			20240525062749.0
008			080124s2008 njua 000 0 eng
010			_a 2008003309
020			_a9780137128273
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			_aTwelfth edition.
260			_aHarlow, England : _bPearson Education, _c2008
300			_axxxii, 637, [99] pages : illustrations (chiefly color) ; 28 cm.
504			_aIncludes bibliographical references (p. R-1 - R-30) and indexes.
505			_aPart I. Defining Marketing and the Marketing Process -- 1. Marketing: Managing Profitable Customer Relationships -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- Part II. Understanding the Marketplace and Consumers -- 3. The Marketing Environment -- 4. Managing Marketing Information -- 5. Consumer Markets and Consumer Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- Part III. Designing a Customer-Driven Marketing Strategy and Integrated Marketing Mix -- 7. Consumer-Driven Marketing Strategy -- 8. Products, Services, and Branding Strategy -- 9. New Product Development and Product Life-Cycle Strategies -- 10. Pricing Products: Understanding and Capturing Customer Value -- 11. Pricing Products: Pricing Strategies -- 12. Marketing Channels and Supply Chain Management -- 13. Retailing and Wholesaling -- 14. Communicating Customer Value: Integrated Marketing Communications Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct and Online Marketing: Building Direct Customer Relationships -- Part IV. Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Marketing Ethics and Social Responsibility.
520			_aThe goal of every marketer is to create more value for customers. So it makes sense that our goal for the thirteenth edition is to continue creating more value for you - our customer. Our goal is to introduce you to the fascinating world of modern marketing in an innovative yet practical and enjoyable way. We've redesigned the book to make it easier to learn and study from, and we've added mymarketinglab, our online personalized study and assessment tool.
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
942			_2lcc
999			_c4006 _d4006