000			02487cam a2200301 a 4500
008			120212s2012 maua b 001 0 eng
010			_a2010052017
020			_a9780273752431
020			_a027375243X
035			_a(Sirsi) u7967
040			_aEG-CaNU _cEG-CaNU _dEG-CaNU
042			_ancode
082	0	0	_a658.8 _2 22
100	1		_aKotler, Philip. _91461
245	1	0	_aPrinciples of marketing / _c Philip Kotler, Gary Armstrong.
250			_a14th ed.
260			_aBoston : _b Pearson Prentice Hall, _c 2012.
300			_axxiv, 613, [97] p. : _b col. ill. ; _c 29 cm.
504			_aIncludes bibliographical references and index.
505	0		_a1. Marketing: Creating and Capturing Customer Value -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- 3. The Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Consumer Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Product, Services, and Brands: Building Customer Value -- 9. New-Product Development and Life-Cycle Strategies -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct and Online Marketing: Building Direct Customer Relationships -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Marketing Ethics and Social Responsibility.
520			_aToday’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.
650		0	_aMarketing. _914383
691			_aKamel, Ahmed. _914384
692			_aPrinciples of marketing
693			_aMKTG301
700	1		_aArmstrong, Gary _q (Gary M.) _92168
596			_a1
999			_c6871 _d6871