000			02067cam a2200241 a 4500
999			_c18071 _d18071
001			14688426
005			20191118154623.0
008			070108s2008 njua b 001 0 eng
020			_a9780132390026 (alk. paper)
020			_a0132390027 (alk. paper)
020			_a9788131715475
040			_cDLC
082	0	0	_a658.8 _222 _bK874
100	1		_aKotler, Philip.
245	1	0	_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong.
250			_a12th ed.
260			_aNew Delhi : _bPearson/Prentice Hall, _c2009
300			_axxxii, 557 p. : _bill. (chiefly col.) ; _c29 cm.
650		0	_aMarketing.
700	1		_aArmstrong, Gary
942			_cBK
505	0		_aPart 1-Defining Marketing and the Marketing Process 2 1. Marketing: Managing Profitable Customer Relationships 22. Company and Marketing Strategy: Partnering to Build Customer Relationships 34 Part 2-Understanding the Marketplace and Consumers 62 3. The Marketing Environment 624. Managing Marketing Information 945. Consumer Markets and Consumer Buyer Behavior 1286. Business Markets and Business Buyer Behavior 158 Part 3-Designing a Customer-Driven Strategy and Marketing Mix 182 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 1828. Product, Services, and Branding Strategies 2169. New-Product Development and Life-Cycle Strategies 25010. Pricing Products: Understanding and Capturing Customer Value 28211. Pricing Products: Pricing Strategies 30612. Marketing Channels and Supply Chain Management 33213. Retailing and Wholesaling 36414. Communicating Customer Value: Integrated Marketing Communication Strategy 396 15. Advertising and Public Relations 42416. Personal Selling and Sales Promotion 45017. Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4-Extending Marketing 514 18. Creating Competitive Advantage 51419. The Global Marketplace 54020. Marketing Ethics and Social Responsibility 570 APPENDIXES 1. Marketing Plan A-12. Marketing by the Numbers A-113. Careers in Marketing A-27References R-1Glossary G-1Credits C-1Index I-1