ATU Sligo /ATU St Angela's

go

Amazon cover image
Image from Amazon.com

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: 658.8
Contents:
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.
List(s) this item appears in: Systematic Review
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 KOT (Browse shelf(Opens below)) 1 Available 0083762
Standard Loan 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 Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 KOT (Browse shelf(Opens below)) 3 Available 0083765
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 KOT (Browse shelf(Opens below)) 4 Available 0083761
Total holds: 0

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.

Share