000			03426cam a2200397 i 4500
001			954203453
003			OCoLC
005			20260311011711.0
008			160727s2018 nyu b 001 0 eng
010			_a2016022842
020			_a9780134492513
020			_a013449251X
040			_aDLC _beng _erda _cDLC _dOCLCF _dBTCTA _dBDX _dYDX _dOCLCO _dQCL _dOCLCO _dNRC _dOCLCQ _dP4A _dOCLCA _dCHVBK _dUtOrBLW
050	0	0	_aHF5415 _b.K636 2018
082			_2658.8
100	1		_aKotler, Philip, _eauthor.
245	1	0	_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong.
250			_aSeventeenth edition.
264		1	_a[Hoboken] : _bPearson Higher Education, _c[2018]
300			_axxiv, 707 pages ; _c29 cm.
336			_atext _btxt _2rdacontent.
337			_aunmediated _bn _2rdamedia.
338			_avolume _bnc _2rdacarrier.
490	1		_aAlways Learning.
504			_aIncludes bibliographical references and index.
505	0		_aPart 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 -- driven strategy and mix.
505	0		_aPart 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.
505	0		_aPart 3. Designing a customer value-drive 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 : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing.
505	0		_aPart 4. Extending marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics -- appendix 1. Marketing plans -- appendix 2. Marketing by the numbers -- appendix 3. Careers in marketing.
520			_a"In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities."--Publisher's description.
650		0	_aMarketing.
700	1		_aArmstrong, Gary _q(Gary M.), _eauthor.
830		0	_aAlways learning.
942			_2ddc _cTXBHD
999			_c809 _d809