TY  - BOOK
AU  - Armstrong,Gary
AU  - kotler,philip
TI  - Marketing: an introduction 
SN  - 100273750011
AV  - HF5415 .A7 2011
PY  - 2011///
CY  - Boston
PB  - Pearson
KW  -  
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; Marketing:creating and capturing customer value – Company and marketing strategy:partnering to build customer relationships – Analyzing the marketing environment – Managing marketing information to gain customer insights – Consumer markets and consumer buyer behavior –   Customer-driven marketing strategy: creating value for target customers – Products, services, and brands: building customer value – Developing new products and managingg the product life-cycle strategies – Pricing: understanding and capturing customer value  – Marketing channels: delivering customer value – Retailing and wholesaling – Communicating customer value: integrated marketing marketing communication strategy –  Personal selling and sales promotion – Direct and online marketing: building direct customer relationships – The global marketplace – Sustainable marketing: social responsibility and ethics
ER  -