Armstrong, Gary
Marketing : an introduction / Gary Armstrong, Philip Kotler. - 11th ed. - Upper Saddle River, N.J. : Pearson, c2013. - xxviii, 506, [111] p. : ill. (chiefly col.) ; 28 cm.
Includes bibliographical references and indexes.
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.
9780132744034 0132744031
2011042944
Marketing.
HF5415 / K625 2013
658.8
Marketing : an introduction / Gary Armstrong, Philip Kotler. - 11th ed. - Upper Saddle River, N.J. : Pearson, c2013. - xxviii, 506, [111] p. : ill. (chiefly col.) ; 28 cm.
Includes bibliographical references and indexes.
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.
9780132744034 0132744031
2011042944
Marketing.
HF5415 / K625 2013
658.8
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG