Kotler, Philip
        Principles of marketing / Philip Kotler, Gary Armstrong. - 16th ed. - Harlow. : Pearson, 2016. - 731 p. : col. ill. ; 30 cm.
        Includes bibliographical references and index

        Nội dung: 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 -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing products : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics

        ISBN . - ISBN
        
1. Marketing.2. Tiếp thị.
I. Armstrong, Gary (Gary M.). II. Nhan đề

Số định danh : 658.8 K435

DHTDM:  [ Rỗi ]  Sơ đồ

NV18001322

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