01309cam a2200169 a 4500020001800000020001500018050001700033100002100050245003500071250001300106260003700119300004200156500002000198505088600218650001501104700002001119  a9780132744034  a013274403100aHF 5415bARM1 aGary, Armstrong.10aMarketing :ban introduction /  a11th ed.  aBoston :bPrentice Hall,cc2013.  axx, 506 pages :bCol. illustrations ;  aIncludes index.0 aMarketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life-cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- The global marketplace -- Sustainable marketing : social responsibility and ethics. 0aMarketing.1 aKotler, Philip.