TY - BOOK AU - Kotler, Philip AU - Armstrong, Gary TI - Principles of Marketing SN - 9788177581072 U1 - 658.8 PY - 2006/// CY - New Delhi PB - Prentice-Hall of India Pvt. Ltd. KW - Marketing KW - Marketing Management N1 - For the Principles of Marketing Course. The comprehensive, classic principles test that in its new edition incorporates a customer value framework to tie together marketing concepts for students. Contents 1. DEFINING MARKEGING AND THE MARKETING PROCESS. 2. UNDERSTANDING THE MARKETPLACE AND CONSUMERS. 3. DESIGNING A CUSTOMER DRIVEN STRATEGY AND MARKEGING MIX. 4. EXTENDING MARKETING ER -