| ID | 012142 |
| Call Number | 658.8/KOT |
| Title Proper | Principles of marketing |
| Language | ENG |
| Author | Kotler, Philip ; Armstrong, Gary |
| Edition Statement | 12th |
| Publication | New Delhi, Pearson Prentice Hall, 2008. |
| Description | xxxii, 557p Green spine |
| Note | Defines marketing and the marketing process, provides an understanding of the marketplace and its consumers, of customer-driven marketing strategy and integrated marketing mix , and discusses extending marketing and the global marketplace. |
| Note | Marketing : Managing profitable customer relationships
Company and marketing strategy : prtnering to build customer relationships
The marketing environment
Managing marketing information
Consumer markets and consumer buyer behaviour
Business markets and nusiness buyer behaviour
Customer-driven marketing strategy
Product, services and branding strategy
New-product development and product life-cycles strategies
Pricing products:understanding and capturing customer value
Pricing products : pricing strategies
Marketing channels and supply chain management
Retailing and wholesaling
Communication customer value
Advertising and public relations
Personal selling and sales promotion
Direct and online marketing : building direct customer relationships
Creating competitive advantage
The global advantage
Marketing ethics and social responsibility |
| Standard Number | 8131715477 |
| Price. Qualification | Rs. 735(Pb) |
| Classification Number | 658.8 |
| Key Words | Management ; IBDP ; Marketing ; Business ; Advertising |