000			02425nam a22002177a 4500
008			250721b |||||||| |||| 00| 0 eng d
020			_a9789352865611
082			_a658.8 _bKOT
100			_aKotlar, Philip
245			_aPrinciples of marketing
250			_a17th.
260			_aNoida, _bPearson Education: _c2019.
300			_axxii, 701p., app., glos., ref., ind., 27 cm X 21 cm
500			_aDonated by : Student
520			_aSummary : This new text is the result of feedback from teachers and students who need a more succinct introduction to the subject, without compromising on rigour. This briefer version aims to give students the essence of the subject so that they have an overview of marketing
521			_aContents: Part 1 Defining Marketing and the Marketing Process 26 1 Marketing: Creating Customer Value and Engagement 26 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 62 Part 2 Understanding the Marketplace and Consumer Value 90 3 Analyzing the Marketing Environment 90 4 Managing Marketing Information to Gain Customer Insights 122 5 Consumer Markets and Buyer Behavior 156 6 Business Markets and Business Buyer Behavior 186 Part 3 Designing a Customer Value–Driven Strategy and Mix 210 7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 210 8 Products, Services, and Brands: Building Customer Value 242 9 Developing New Products and Managing the Product Life Cycle 278 10 Pricing: Understanding and Capturing Customer Value 306 11 Pricing Strategies: Additional Considerations 330 12 Marketing Channels: Delivering Customer Value 356 13 Retailing and Wholesaling 390 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 422 15 Advertising and Public Relations 450 16 Personal Selling and Sales Promotion 478 17 Direct, Online, Social Media, and Mobile Marketing 510 Part 4 Extending Marketing 540 18 Creating Competitive Advantage 540 19 The Global Marketplace 566 20 Sustainable Marketing: Social Responsibility and Ethics 596 Appendix 1 Marketing Plan 627 Appendix 2 Marketing by the Numbers 637 Appendix 3 Careers in Marketing 655
650			_xmarketing _xconsumer value _xmarketing channels _xsustainable marketing _xmarketing strategy
700			_aArmstrong, Gary
700			_aAgnihotri, Prafulla
942			_2ddc _cBK
999			_c23094 _d23094