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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextAnalytics: Show analyticsPublication details: Harlow, England : Pearson, c2013.Edition: 11th ed., Global edDescription: 534, [112] p. : col. ill. ; 28 cmISBN:
  • 9780273767183 (Global ed. : pbk.)
  • 0273767186
Subject(s): DDC classification:
  • 658.8 23
Contents:
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.
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Holdings
Item type Current library Home library Collection Shelving location Call number Status Date due Barcode Item holds
Open Collection Open Collection FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE Open Collection FCUC Library 658.8 ARM 2013 (Browse shelf(Opens below)) Available 00022420
Open Collection Open Collection FIRST CITY UNIVERSITY COLLEGE FIRST CITY UNIVERSITY COLLEGE Open Collection FCUC Library 658.8 ARM 2013 (Browse shelf(Opens below)) Available 00022421
Total holds: 0
Browsing FIRST CITY UNIVERSITY COLLEGE shelves, Shelving location: FCUC Library, Collection: Open Collection Close shelf browser (Hides shelf browser)
658.8 ARM 2009 Marketing : 658.8 ARM 2009 Marketing : 658.8 ARM 2013 Marketing : 658.8 ARM 2013 Marketing : 658.8 ASS 1993 Marketing : 658.8 BER 1989 Study Guide To Accompany Marketing 658.8 BES 2013 Market based management :

Includes bibliographical references 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.