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Principles of Marketing 15th Global Edition c2014 Kotler txtbk

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Description

 							
  Principles of Marketing, 15th Global Edition (c2014), textbook by Philip Kotler & Gary Armstrong.
  
  TEXTBOOK INFO:
  Global
edition:http://catalogue.pearsoned.co.uk/catalog/academic/product?ISBN=9780273786993
  National edition:
http://www.pearsonhighered.com/pearsonhigheredus/educator/product/products_detail.page?isbn=9780133084047
  Both
editions have the same table of contents and page count but it couldn't be ascertained if contents are actually the
same.
  
  CONTENTS:
  Part I Defining Marketing and the Marketing Process
  - 1. Marketing:
Creating and Capturing Customer Value
  - 2. Company and Marketing Strategy: Partnering to Build Customer
Relationships
  Part II Understanding the Marketplace and Consumers
  - 3. Analyzing the Marketing
Environment
  - 4. Managing Marketing Information to Gain Customer Insights
  - 5. Consumer Markets and
Consumer Buyer Behavior
  - 6. Business Markets and Business Buyer Behavior
  Part III Designing a
Customer-Driven Strategy and Mix
  - 7. Consumer-Driven Marketing Strategy
  - 8. Products, Services, and
Brands: Building Customer Value
  - 9. New Product Development and Product Life-Cycle Strategies
  - 10.
Pricing: Understanding and Capturing Customer Value
  - 11. Pricing Strategies
  - 12. Marketing Channels:
Delivering Customer Value
  - 13. Retailing and Wholesaling
  - 14. Communicating Customer Value: Integrated
Marketing Communications Strategy
  - 15. Advertising and Public Relations
  - 16. Personal Selling and Sales
Promotion
  - 17. Direct and Online Marketing: Building Direct Customer Relationships
  Part IV Extending
Marketing
  - 18. Creating Competitive Advantage
  - 19. The Global Marketplace
  - 20. Sustainable
Marketing: Social Responsibility and Ethics
  
  
  FILE INFO: paginated, bookmarked, true PDF (35
MB).
  compressed (zipped): right-click the filename (.7z) & choose Extract to convert to PDF;
discard the .7z file (container) when done with seeding.
   						

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