000			02430cam a2200361 i 4500
001			3543
003			MEMOS
005			20240731094028.0
008			161031s2017 enka b 001 0 eng
010			_a 2016045017
020			_a9781292092898
040			_aMEMOS _beng _cMEMOS _erda
042			_apcc
050	0	0	_aHF5415 _b.K636 2017
082	0	0	_a658.80094 _223 _bP954
100	1		_aKotler, Philip, _eauthor.
245	1	0	_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy.
250			_aSeventh European Edition.
260			_aNew York: _bPearson, _c[2017]
300			_axxiv, 675 pages : _billustrations ; _c28 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aRevised edition of the authors' Principles of marketing.
504			_aIncludes bibliographical references and index.
505	0		_aPreface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2.
650		0	_aMarketing.
700	1		_aArmstrong, Gary _q(Gary M.), _eauthor.
700	1		_aHarris, Lloyd C.
906			_a2021-1021 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _n0
999			_c1731 _d1731