Kotler, Philip. creator Armstrong, Gary (Gary M.) text bibliography mau 2016 Sixteenth edition. monographic eng

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xxiv, 708 pages ; 29 cm Marketing : 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. Philip Kotler, Northwestern University : Gary Armstrong, University of North Carolina. Includes bibliographical references and index. BBS Marketing HF5415 .K636 2015 658.8 1292092483 9781292092485 9780133795028 (alk. paper) 0133795020 (alk. paper) 2014035224 DLC 160412 20160412114406.0 31032 eng