TY  - BOOK
AU  - Kotler,Philip
AU  - Armstrong,Gary
AU  - Parment,Anders
TI  - Principles of marketing
SN  - 9780273735960 (pbk.)
AV  - HF5415 .K6362 2011
U1  - 658.8 23
PY  - 2011///
CY  - Harlow, England, New York
PB  - Prentice Hall
KW  - Marketing
N1  - Includes bibliographical references and indexes; Marketing : creating and capturing customer value -- Company and marketing strategy -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behaviour -- Business markets and business buyer behaviour -- Customer-driven marketing strategy : creating value for target customers -- Branding : developing strong brands -- Products and services -- Pricing strategies -- Marketing channels -- Market communication -- Creating competitive advantage -- Marketing in a global marketplace striving for sustainability
ER  -