TY  - BOOK
AU  - Kotler, Philip
AU  - Armstrong, Gary
AU  - Opresnik, Marc Oliver
TI  - Principles of marketing
SN  - 978-981-31-3336-5
AV  - HF 5415 K68 2020 
PY  - 2020///
CY  - Singapore
PB  - Pearson Education South Asia Pte Ltd.
KW  - MARKETING
N1  - Includes bibliographic references and index; Part 1: Defining Marketing And The Marketing Process -- Marketing: Creating Customer Value and Engagement -- Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships. Part 2: Understanding The Marketplace And Consumer Value -- Analyzing the Marketing Environment -- Managing Marketing Information to Gain Customer Insights -- Consumer Markets and Buyer Behavior -- Business Markets and Business Buyer Behavior. Part 3: Designing A Customer Value-Driven Strategy And Mix -- Customer Value-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 -- Pricing Strategies: Advanced Topics -- Marketing Channels: Delivering Customer Value -- Retailing and Wholesaling -- Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy -- Advertising and Public Relations -- Personal Selling and Sales Promotion -- Digital Marketing. Part 4: Extending Marketing -- Creating Competitive Advantage -- The Global Marketplace -- Sustainable Marketing: Social Responsibility and Ethics. Appendix 1. Marketing Plan – Appendix 2. Marketing by the Numbers – Appendix 3. Careers In Marketing
ER  -