01353cam a2200193 a 4500 0 0 0 GIMPA GIMPA REF 2015-12-03 Purchased 0 HF 5415 ARM 66386 2022-05-17 2023-02-23 BK 885 885 9780132744034 0132744031 HF 5415 ARM Gary, Armstrong. Marketing : an introduction / 11th ed. Boston : Prentice Hall, c2013. xx, 506 pages : Col. illustrations ; Includes index. Marketing : 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. Marketing. Kotler, Philip. BK