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Principles of marketing / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy.

By: Contributor(s): Material type: TextTextPublication details: Harlow,England Pearson Education Limited, c2017Edition: Seventh European EditionDescription: xxiv, 675 p. : ill., col. ,charts 28 cmISBN:
  • 9781292092898
Subject(s): DDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .K636 2017
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.
Item type: Books
Holdings
Current library Collection Call number Vol info Copy number Status Date due Barcode
Judith Thomas Library General Stacks BKS HF 5415 .K636 2017 (Browse shelf(Opens below)) AUA25031 Available AUA25031
Judith Thomas Library General Stacks BKS HF 5415 .K636 2017 (Browse shelf(Opens below)) AUA25032 2 Available AUA25032

Revised edition of the authors' Principles of marketing.

Includes bibliographic references and index

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.