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phtghnu |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20241004084738.0 |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9789357055215 |
| Qualifying information |
paperback |
| 040 ## - CATALOGING SOURCE |
|---|
| Language of cataloging |
eng |
| Transcribing agency |
HNU |
| Description conventions |
rda |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Placement Code |
GC |
| Classification number |
381 P93 |
| Item number |
2023 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Principles of marketing / |
| Statement of responsibility, etc. |
Philip Kotler, Gary Armstrong, Sridhar Balasubramanian, Prafulla Agnihotri, authors. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Nineteenth edition. |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Harlow, Essex, England, UK : |
| Name of producer, publisher, distributor, manufacturer |
Pearson, |
| Date of production, publication, distribution, manufacture, or copyright notice |
©2023. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxiv, 736 pages : |
| Other physical details |
color illustrations ; |
| Dimensions |
28 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
PART 1: Defining Marketing and the Marketing Process Marketing: Creating Customer Value and Engagement Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: Understanding the Marketplace and Consumer Value Analyzing the Marketing Environment Managing Marketing Information to Gain Customer Insights Consumer Markets and Buyer Behavior Business Markets and Business Buyer Behavior PART 3: Designing a Customer Value-Driven Strategy and Mix Customer Value-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 Pricing Strategies: Additional Considerations Marketing Channels: Delivering Customer Value Retailing and Wholesaling Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy Advertising and Public Relations Personal Selling and Sales Promotion Digital Marketing PART 4: Extending Marketing Creating Competitive Advantage The Global Marketplace Sustainable Marketing: Social Responsibility and Ethics Appendices Marketing Plan Marketing by the Numbers Careers in Marketing |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Principles of Marketing presents a comprehensive overview of basic marketing concepts, strategies, and practices within a customer engagement framework, which shows how creating and capturing customer value drives effective marketing strategies. The nineteenth edition continues to reflect the trends and shifting forces that impact marketing, with added discussions on major digital transformations in marketing research; omni-channel marketing; real-time cutomer listening and marketing; and digital, mobile, and social media marketing. It also includes new coverage 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. Key features : New and updated - Each chapter contains a chapter-opening vignette and two real marketing features that provide engaging marketing stories of real companies, with a special focus on brand marketing strategies and contemporary marketing issues across the globe ; New and updated - A company case concludes each chapter and prompts students to apply marketing concepts and critical thinking to challenges faced by real companies and brands ; New and revised - Chapter 17 is now a standalone digital marketing strategy chapter, organized around a four-step digital marketing process. Updated with new organizing frameworks, concepts, and examples, Chapters 19 and 20 offer focused coverage of global and sustainable marketing ; New - Care has been taken to ensure that the interests of diversity, equity, and inclusion (DEI) are responsibly represented in the treatment of marketing topics, examples, and illustrations. Discussions on gender segmentation and gender-neutral marketing, DEI in advertising, and subcultures show how marketers are applying DEI values in their strategies and actions. Available separately for purchase is MyLab Marketing for Principles of Marketing, the teaching and learning platform that empowers instructors to personalize learning for every student. When combined with Pearson's trusted educational content, this optional suite helps deliver the desired learning outcomes |
| Expansion of summary note |
Principles of Marketing 19th Edition discusses today’s key marketing challenge to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information embedded with the innovative customer-value framework, this book helps students understand how to create value and gain loyal customers. This edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. The text has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that social media and technology play in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ innovative techniques to gain competitive advantage–from traditional marketing all-stars to new-age digital competitors. The feature-enriched content and simple language make this book a must-read for students and practicing managers to understand the fundamentals of marketing and the latest developments in the industry. Features – Marketing in a Digital Age of Customer Value and Engagement Threats and opportunities caused by the COVID-19 pandemic for marketers. New Real-World Brand Stories Highlights, Cases, and In-Text Examples like McDonald’s, Gillette, Nestle-Maggi, Hindustan Unilever Ltd., Procter and Gamble, Colgate-Palmolive, etc. Case studies on Indian brands like Patanjali Ayurved, Royal Enfield, Titan, Indigo Airlines, and many others |
| 521 ## - TARGET AUDIENCE NOTE |
|---|
| Target audience note |
College of Business and Accountancy |
| Source |
Bachelor of Science in Business Administration Major in Marketing Management |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
In English |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kotler, Philip, |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Armstrong, Gary, |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Balasubramanian, Sridhar, |
| Relator term |
author. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Agnihotri, Prafulla, |
| Relator term |
author. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Books |
| Classification part |
300-399 |
