000			02748nam a22003617a 4500
003			OSt
005			20260403124953.0
020			_a1292449365
020			_a9781292449364
040			_aAz-XaKU _beng _cAz-XaKU
041	0		_aeng
050	1	4	_aHF5415 .K636 2024 eng.
100	1		_aKotler, Philip, _eauthor.
245	1	0	_aPrinciples of marketing _c/Philip Kotler (Northwestern University) , Gary Armstrong (University of North Carolina) , Sridhar Balasubramanian (University of North Carolina)
250			_aNineteenth edition _bGlobal edition
264			_aHarlow : _bPearson, _c2024.
300			_a768 pages ; _bfigure ; ill. ; _c28 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes appendix and glossary.
504			_aReferences: p. 689-737.
504			_aIndex: p. 738-768.
505	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.
520			_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.
546			_aThe book is in english language.
650		7	_2Az-XaKU _aMarketing
700	1		_aKotler, Philip, _eauthor.
700	1		_aArmstrong, Gary, _eauthor.
700	1		_aBalasubramanian, Sridhar, _eauthor.
942			_cBOOK
999			_c179 _d179