000			01950cam a2200277 a 4500
020			_a9780132951821
020			_a0132951827
020			_a9780135094860
020			_a0135094860
020			_a9780135096598
020			_a0135096596
020			_a9780132542050
020			_a0132542056
082	0	4	_a658.8
100	1		_aArmstrong, Gary
245	1	0	_aMarketing : an Introduction
250			_a10th ed., global ed.
260			_aBoston, Mass. ; _aLondon : _bPearson, _c©2011.
300			_a644 p _bcolor ills. ; pbk
500			_a"Pearson international edition"--P. [4] of cover.
505	0		_aDefining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Understanding the marketplace and consumers -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behaviour -- Designing a customer-driven strategy and mix -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Extending marketing -- Global marketplace -- Sustainable marketing : social responsibility and ethics.
520	8		_aBuilding upon an innovative and integrative marketing framework, this book positions marketing simply as the art and science of creating value for customers, in order to capture value from customers in return.
650		0	_aMarketing.
700	1		_aKotler, Philip
942			_cBK
999			_c9044 _d9044