01621cam a2200265 a 450000100090000000300040000900500170001300800410003001000170007102000180008802000150010604000180012104200080013905000230014708200140017010000310018424500670021525000120028226000370029430000360033150400670036750508860043465000150132070000200133517000551OSt20230621113023.0111014s2013    maua     b    001 0 eng    a  2011042944  a9781256775102  a125677510x  aDLCcDLCdDLC  apcc00aHF5415b.K625 201200a658.82231 aArmstrong, Garyq(Gary M.)10aMarketing :ban introduction /cGary Armstrong, Philip Kotler.  a4th ed.  aBoston :bPrentice Hall,cc2012.  axiii,663 :bcol. ill. ;c28 cm.  aIncludes bibliographical references ( p. R1 - R23 ) and index.0 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 -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- The global marketplace -- Sustainable marketing : social responsibility and ethics. 0aMarketing.1 aKotler, Philip.