000			03518cam a2200361 i 4500
999			_c269191 _d269191
001			19193532
003			OSt
005			20180424150552.0
008			160727s2018 nyu 000 0 eng
010			_a 2016022842
020			_a9780134492513
020			_a013449251X
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415 _b.K636 2018
082	0	0	_a658.8 _223
100	1		_aKotler, Philip, _eauthor
245	1	0	_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong.
250			_aSeventeenth edition.
264		1	_aHoboken : _bPearson Higher Education, _c[2018]
300			_axxiv,707 pages ; _c29 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes glossary.
504			_aIncludes bibliographical references (pages 651-678) and index.
505			_aPart 1: Defining Marketing and the Marketing Process -- Part 2: Understanding the Marketplace and Consumer Value -- Part 3: Designing a Customer Value—Driven Strategy and Mix -- Part 4: Extending Marketing -- Appendix 1: Marketing Plan -- Appendix 2: Marketing by the Numbers -- Appendix 3: Careers in Marketing.
505			_a1. Marketing: Creating Customer Value and Engagement -- 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships -- 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 -- 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 -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics.
520			_aFor Principles of Marketing courses that require a comprehensive text. Help readers learn how to create value through customer connections and engagement. In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
650		0	_aMarketing.
700	1		_aArmstrong, Gary _q(Gary M.), _eauthor
942			_2lcc _c6 _hHF5415 .K636 2018