TY  - BOOK
AU  - Kotler,Philip
AU  - Armstrong,Gary
TI  - Principles of marketing
SN  - 9780273752431
AV  - HF5415 .K636 2012
PY  - 2012///
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Marketing
N1  - Includes bibliographical references and index; Marketing -- Company and marketing strategy : partnering to build customer relationships -- The marketing environment -- Managing marketing information -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Segmentation, targeting, and positioning : building the right relationships with the right customers -- Product, services, and branding strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing considerations and strategies -- Pricing products : pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Personal selling and direct marketing -- Creating competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing and society : social responsibilityand marketing ethics
ER  -