Principles of marketing /
Edition statement:15th ed. Published by : Pearson, (Upper Saddle, N.J. :) Physical details: xxii, 695 p. : col. ill. ; 30 cm. ISBN:9780133084047; 0133084043.| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Long Loan Books
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Rongo University Library
Welcome to RUC OPAC |
Non-fiction | HF5415 .K636 2014 (Browse shelf) | Available | 20261391 |
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 -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing.
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