Kotler, Philip creator author. Armstrong, Gary (Gary M.) author. Harris, Lloyd C. text nyu Harlow,England Pearson Education Limited c2017 2017 Seventh European Edition. monographic eng

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xxiv, 675 p. : ill., col. ,charts 28 cm 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. Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy. Revised edition of the authors' Principles of marketing. Includes bibliographic references and index Marketing HF5415 .K636 2017 658.8 9781292092898 2016045017 DLC 161031 20190521104934.0 19359312 eng