01722nam a2200217Ia 4500 TDMU_33884 210410s9999 xx 000 0 und d 349.597 K435 Kotler, Philip Principles of marketing Philip Kotler, Gary Armstrong Harlow. Pearson 2016 731 p. Includes bibliographical references and index; 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 Marketing; Tiếp thị Armstrong, Gary http://lrc.tdmu.edu.vn/opac/search/detail.asp?aID=2&ID=33884 Trung tâm Học liệu Trường Đại học Thủ Dầu Một