Principles of marketing /
By: Kotler, Philip [author.].
Contributor(s): Armstrong, Gary (Gary M.) [author.].
Publisher: Harlow, Essex ; New York, NY : Pearson Education Limited, 2021Edition: Eighteenth edition, global edition.Description: 728 pages : color illustrations ; 28 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781292341248; 9781292341132; 9781292374338.Subject(s): MarketingDDC classification: 658.8Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 KOT (Browse shelf(Opens below)) | 1 | Available | 0083762 | ||
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 KOT (Browse shelf(Opens below)) | 2 | Lost Checked out | 03/01/2023 | 0083766 | |
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 KOT (Browse shelf(Opens below)) | 3 | Available | 0083765 | ||
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 KOT (Browse shelf(Opens below)) | 4 | Available | 0083761 |
Includes bibliographical references (pages 659-702) and index.
Part 1 Defining Marketing and The Marketing Process -- 1. Marketing: Creating Customer Value and Engagement -- 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships -- Part 2 Understanding The Marketplace and Consumer Value -- 3. Analyzing the Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- Part 3 Desingning a Customer Value-Driven Strategy and Mix -- 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Products, Services, and Brands: Building Customer Value -- 9. Developing New Products and Managing the Product Life Cycle -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies: Additional Considerations -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct, Online, Social Media, and Mobile Marketing -- Part 4 Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics -- Appendix 1: Marketing Plan -- Appendix 2: Marketing by the Numbers -- Appendix 3: Careers in Marketing.