02660nam a22003257a 4500003000400000005001700004020001500021020001800036040002600054041000800080050002700088100002900115245017500144250003900319264003000358300004100388336002600429337002800455338002800483500003600511504002800547504002300575505104800598520053001646546003702176650002302213700002902236700003002265700003902295OSt20260403124953.0  a1292449365  a9781292449364  aAz-XaKUbengcAz-XaKU0 aeng14aHF5415 .K636 2024 eng.1 aKotler, Philip,eauthor.10aPrinciples of marketingc/Philip Kotler (Northwestern University) , Gary Armstrong (University of North Carolina) , Sridhar Balasubramanian (University of North Carolina)  aNineteenth editionbGlobal edition  aHarlow :bPearson,c2024.  a768 pages ;bfigure ; ill. ;c28 cm.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolume bnc2rdacarrier  aIncludes appendix and glossary.  aReferences: p. 689-737.  aIndex: p. 738-768.0 aMarketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value, and relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Product, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Pricing strategies : additional considerations -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- Direct, digital, mobile, and social media marketing -- Creating competitive advantage -- The global marketplace -- Sustainable marketing : social responsibility and ethics.  aThis edition continues to reflect the trends and shifting forces taht impact marketing, with added discussion on major digital transformations in marketing research; omni-channel marketing;  real-time customer listening and marketing; and digital, mobile, and social media marketing. it also includes new coberage of how companies are dealing with recent disruptions in the marketing environment, such as the rapid rise of digital technologies, large economic swings, extreme environmental patterns, and global health crises.  aThe book is in english language. 72Az-XaKUaMarketing1 aKotler, Philip,eauthor.1 aArmstrong, Gary,eauthor.1 aBalasubramanian, Sridhar,eauthor.