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Author Kotler, Philip, author.
Title Principles of marketing.
Publisher Harlow, England : Pearson, 2017.
Edition 7th European Edition / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy.


LOCATION SHELVED AT LOAN TYPE STATUS
 BJL Teaching Reserve  HF 5415 K8  UNTIL CLOSING  ASK at the Reading Room
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Descript xxiv, 576 pages : illustrations ; 28 cm
Content text txt
Media unmediated n
Carrier volume nc
Edition 7th European Edition / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy.
Note Previous edition: 2013.
Contents Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2.
ISBN 9781292092898
1292092890
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Author Kotler, Philip, author.
Subject Marketing.
Alt author Armstrong, Gary (Gary M.), author.
Harris, Lloyd C., author.
Piercy, Nigel, author.
Descript xxiv, 576 pages : illustrations ; 28 cm
Content text txt
Media unmediated n
Carrier volume nc
Edition 7th European Edition / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy.
Note Previous edition: 2013.
Contents Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2.
ISBN 9781292092898
1292092890
Author Kotler, Philip, author.
Subject Marketing.
Alt author Armstrong, Gary (Gary M.), author.
Harris, Lloyd C., author.
Piercy, Nigel, author.
LOCATION SHELVED AT LOAN TYPE STATUS
 BJL Teaching Reserve  HF 5415 K8  UNTIL CLOSING  ASK at the Reading Room

Subject Marketing.
Descript xxiv, 576 pages : illustrations ; 28 cm
Content text txt
Media unmediated n
Carrier volume nc
Note Previous edition: 2013.
Contents Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2.
Alt author Armstrong, Gary (Gary M.), author.
Harris, Lloyd C., author.
Piercy, Nigel, author.
ISBN 9781292092898
1292092890
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