02384cam a22003378i 4500 22273 22273 19359312 AUA.1 20190521104934.0 161031s2017 nyu 000 0 eng 2016045017 9781292092898 DLC eng DLC rda pcc HF5415 .K636 2017 658.8 23 Kotler, Philip, author. Principles of marketing / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy. Seventh European Edition. Harlow,England Pearson Education Limited, c2017 1710 xxiv, 675 p. : ill., col. ,charts 28 cm Revised edition of the authors' Principles of marketing. Includes bibliographic references and index Preface -- 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. Marketing. Armstrong, Gary (Gary M.), author. 29480 Harris, Lloyd C. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BOOK HF 5415 .K636 2017 0 0 lcc 0 0 Books AUA.1 AUA.1 GS 2019-05-21 Library of the Year Awards 2018 15.00 AUA25031 HF 5415 .K636 2017 AUA25031 2019-05-21 00:00:00 15.00 2019-05-21 BOOK 0 0 lcc 0 0 Books AUA.1 AUA.1 GS 2019-05-21 Library of the Year Awards 2018 15.00 AUA25032 3 HF 5415 .K636 2017 AUA25032 2022-02-10 00:00:00 2021-12-17 2 15.00 2019-05-21 BOOK