Principles of marketing / by Philip Kotler and Gary Armstrong with Marc Oliver Opresnik.
Material type: TextPublisher: Harlow : Pearson Education Limited, c2018Edition: 17th edition; Global editionDescription: 734 pages : illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781292220178 (pbk.); 1292220171 (pbk.); 9780134492513 (hbk.)Subject(s): Marketing | Marketing | Business and Management | Business and Management | marketing -- egyetemi tankönyvItem type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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書 | 世新大學圖書館 三樓西文圖書區 | 圖書 | 658.8 Ko-2 2018 (Browse shelf) | Available | E135456 |
Includes bibliographical references and index.
Defining marketing and the marketing process -- Understanding the marketplace and consumer value -- Designing a consumer value -- Driven strategy and mix -- Extending marketing.
'Principles of Marketing' is organized around an innovative customer-value and customer-relationship framework.
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