Marketing : An Introduction / Gary Armstrong, Philip Kotler.
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| | | | | | Marketing : An Introduction. - England , 2015. | | 672 pages : illustrations col. ; 28 cm Always learning. | | Brief ContentsPART 1 DEFINING MARKETING AND THE MARKETING PROCESS 21 Marketing: Creating and Capturing Customer Value 22 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 643 Analyzing the Marketing Environment 644 Managing Marketing Information to Gain Customer Insights 965 Understanding Consumer and Business Buyer Behavior 130PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 1686 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1687 Products, Services, and Brands: Building Customer Value 2008 New Product Development and Product Life-Cycle Strategies 2369 Pricing: Understanding and Capturing Customer Value 26410 Marketing Channels: Delivering Customer Value 30211 Retailing and Wholesaling 33412 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 36613 Personal Selling and Sales Promotion 40214 Direct, Online, Social Media, and Mobile Marketing 434PART 4 EXTENDING MARKETING 46615 The Global Marketplace 46616 Sustainable Marketing: Social Responsibility and Ethics 494Appendix 1 Company Cases 523Appendix 2 Marketing Plan 557Appendix 3 Marketing by the Numbers 569Glossary 587References 597Index 623. | | ISBN 9781292016788 | | .-ISBN 1292016787 (pbk.). | | | | 1. Marketing.I. Title II. Series | | Control No. : 13802 | | | Library : UiTM Shah Alam |
| | Accn No. | Item Status | Add Id | Location | SMD | Item Category | | 975379 | Shelf | ed 12 | PERPUSTAKAAN UNDANG-UNDANG TAR(PUU) | BOOK | RAK TERBUKA (OPEN SHELVES) | | 1005528 | Shelf | | PTAR KAMPUS PUNCAK ALAM(PPA) | BOOK | slr | | 1005529 | Shelf | | PTAR KAMPUS PUNCAK ALAM(PPA) | BOOK | OSs |
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