01866cam a2200313 a 4500 246 246 17000551 OSt 20230621113023.0 111014s2013 maua b 001 0 eng 2011042944 9781256775102 125677510x DLC DLC DLC pcc HF5415 .K625 2012 658.8 23 Armstrong, Gary (Gary M.) Marketing : an introduction / Gary Armstrong, Philip Kotler. 4th ed. Boston : Prentice Hall, c2012. xiii,663 : col. ill. ; 28 cm. Includes bibliographical references ( p. R1 - R23 ) and index. Marketing : 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. Marketing. Kotler, Philip. 7 cbc orignew 1 ecip 20 y-gencatlg lcc GENERAL 0 0 lcc 0 0 LPL LPL 2019-02-11 0 HF5415 .K625 2012 2017/4718 2019-02-11 00:00:00 4718 2019-02-11 BK