02053cam a22002778i 4500 b10582915 CY-PaNEU 20200628125610.0 161031s2017 nyu 000 0 eng 2016045017 9781292092898 DLC eng DLC rda CY-PaNEU HF5415 .K636 2017 Principles of marketing / Philip Kotler [et. al.] 7th European ed. New York : Pearson, [2018] 675 p. : ill. ; 29 cm. Revised edition of the authors' Principles of marketing. Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2. Marketing. 263 Armstrong, Gary (Gary M.), aut 859 Harris, Lloyd C. Kotler, Philip, aut 707 Piercy, Nigel 2533 BK 2180 2180 0 0 lcc 0 0 mat CY-PaNEU CY-PaNEU 2003-05-18 8 3 HF5415 .K636 2017 3008650 2025-11-21 17:33:16 2025-10-24 1 2020-06-28 TB