000			02184nam a2200265 i 4500
003			MIUC
005			20181024140912.0
008			141121s2012 enk||||| |||| 001 | eng d
020			_a9780273762607
040			_aMIUC _beng _cMIUC
082	0		_a658.8
245	0	0	_aMarketing : _ban introduction / _cGary Armstrong, Philip Kotler, Michael Harker, Ross Brennan.
250			_a2nd ed.
260			_aHarlow, etc. : _bPearson, _c2012.
300			_a603 p. : _bill. col. _c27 cm.
500			_aIncludes index and glossary.
505	0		_aPt. 1. Defining marketing and the marketing process. 1. Marketing: managing profitable customer relations. 2. Company and marketing strategy: partnering to build customer relationships -- Pt. 2. Understanding the marketplace and consumers. 3. The marketing environment. 4. Managing marketing information. 5. Consumer and business buyer behavior -- Pt. 3. Designing a customer-driven marketing strategy and marketing mix. 6. Segmentation, targeting and positioning: building the right relationships with the right customers. 7. Product, services and branding strategy. 8. Developing new products and managing the product life cycle. 9. Pricing: understanding and capturing customer value. 10. Marketing channels and supply chain management. 11. Retailing and wholesaling. 12. Communication customer value: advertising, sales promotion and public relations. 13. Communication customer value: personal selling and direct marketing -- Pt. 4. Extending marketing. 14. Marketing in the digital age. 15. The global marketplace. 16. Ethics, social responsibility and sustainability.
520			_aIt is a clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success. It has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies to discover the concepts of marketing and translate them into real commercial practice.
650		0	_aMarketing _936
700	1		_aArmstrong, Gary _937
700	1		_aKotler, Philip _938
700	1		_aHarker, Michael _939
700	1		_aBrennan, Ross _940
942			_2ddc _cBK