TY  - BOOK
AU  - Armstrong,Gary
AU  - Kotler,Philip
TI  - Marketing: an introduction 
SN  - 9780273767183 (Global ed. : pbk.)
U1  - 658.8 23
PY  - 2013///
CY  - Harlow, England
PB  - Pearson
KW  - Marketing
N1  - 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
ER  -