000			03227cam a2200361 i 4500
001			19047811
003			OSt
005			20220323190203.0
008			160408s2017 nju b 001 0 eng
010			_a 2015044448
020			_a9780134149530
020			_a013414953X
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415 _b.K625 2017
082	0	0	_a658.8 _223
100	1		_aArmstrong, Gary _q(Gary M.), _eauthor.
245	1	0	_aMarketing : _ban introduction / _cGary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.
250			_aThirteenth Edition.
264		1	_aBoston : _bPearson, _c[2017]
300			_axxviii, 642 pages : _billustrations ; _c28 cm.
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
500			_aRevised edition of the authors' Marketing, 2015.
504			_aIncludes bibliographical references (pages 601-621) and indexes.
505			_aPart. 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 customer value -- 3. Analyzing the marketing environment -- 4. Managing marketing information to gain customer insights -- 5. Understanding consumer and business buyer behavior -- Part 3. Designing a customer value-driven strategy and mix -- 6. Customer value-driven marketing strategy : creating value for target customers -- 7. Products, services, and brands : building customer value -- 8. Developing new products and managing the product life cycle -- 9. Pricing : understanding and capturing customer value -- 10. Marketing channels : delivering customer value -- 11. Retailing and wholesaling -- 12. Engaging consumers and communicating customer value : advertising and public relations -- 13. Personal selling and sales promotion -- 14. Direct, online, social media, and mobile marketing -- Part 4. Extending marketing -- 15. The global marketplace -- 16. Sustainable marketing : social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index.
520			_aAn Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach Marketing: An Introduction shows readers how customer value—creating it and capturing it—drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving readers with a richer understanding of basic marketing concepts, strategies, and practices.
650		0	_aMarketing.
700	1		_aKotler, Philip, _eauthor.
942			_2lcc _c29
999			_c297800 _d297800