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Principles of marketing / by Philip Kotler and Gary Armstrong with Marc Oliver Opresnik.

By: Kotler, PhilipContributor(s): Armstrong, Gary (Gary M.) | Opresnik, Marc O. (Marc Oliver), 1969-Material type: Text

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 tankönyv

Partial contents:

Defining marketing and the marketing process -- Understanding the marketplace and consumer value -- Designing a consumer value -- Driven strategy and mix -- Extending marketing.

Summary: 'Principles of Marketing' is organized around an innovative customer-value and customer-relationship framework.

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Item type	Current location	Collection	Call number	Status	Date due	Barcode	Item holds
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

Total holds: 0

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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