Principles of marketing / Philip Kotler, Gary Armstrong.
By: Kotler, Philip
Contributor(s): Armstrong, GaryMaterial type: TextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2006Edition: 11th edDescription: xx, 651,  p. : col. ill. ; 29 cmISBN: 8177581074Subject(s): MarketingDDC classification: 658.8 Online resources: Table of contents
|Item type||Current location||Collection||Call number||Status||Date due||Barcode||Item holds|
|Books||Lahore Business School Library Shelf No. 26, LBS||Book||658.8 KOT-P 2006 800370 (Browse shelf)||Available||800370|
Includes bibliographical references and index.
Marketing -- Company and marketing strategy : partnering to build customer relationships -- The marketing environment -- Managing marketing information -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Segmentation, targeting, and positioning : building the right relationships with the right customers -- Product, services, and branding strategy -- New-product development and product life-cycle strategies -- Pricing products : pricing considerations and strategies -- Pricing products : pricing strategies -- Marketing channels and supply chain management -- Retailing and wholesaling -- Integrated marketing communications strategy -- Personal selling and direct marketing -- Creating competitive advantage -- Marketing in the digital age -- The global marketplace -- Marketing and society : social responsibilityand marketing ethics.