000			01778nam a2200181 4500
008			171013b xxu||||| |||| 00| 0 eng d
020			_a9789332558472
082			_a658.8 _bKOT
100			_aKotler, Philip _91412
245			_aPrinciples of Marketing
250			_a15th ed
260			_bPerson Education, Inc. _c2016 _aNoida
300			_a732p
500			_aPart I: Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part II: Understanding the Marketplace and Consumers 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part III: Designing a Customer-Driven Strategy and Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Products, Services, and Brands: Building Customer Value 9. New-Product Development and Product Life-Cycle Strategies 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communications Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part IV: Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics
600			_aMarketing _921383
700			_aArmstrong, Gary _921384
942			_2ddc _cLB _k658.8 _mKOT
999			_c109492 _d109492