Księgarnia naukowa
English Polski
Dostęp on-line


0.00 PLN
Schowek (0) 
Schowek jest pusty
Wydawcy udostępniają darmowe zasoby na czas epidemii

Armstrong: Marketing An Introduction_p4

Armstrong: Marketing An Introduction_p4

Wydawnictwo Pearson Education
Data wydania 01/04/2019
Wydanie Czwarte
Liczba stron 672
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
Język angielski
ISBN 9781292200309
Kategorie Sprzedaż i marketing
Zastępuje 9781292017518
271.93 PLN (z VAT)
$72.11 / €61.09 / £55.64 /
Produkt na zamówienie
Dostawa 3-4 tygodnie
Do schowka

Opis książki

Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, the Middle East and Asia.


How will you learn about marketing?

  • You will be guided through five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age and marketing responsibly around the globe
  • You will be presented with a comprehensive overview of marketing theory and practice because marketing is a company-wide function.
  • You will be provided with the most up-to-date coverage of current issues in marketing, such as implications for European marketers of Brexit, changed rules and regulations such as the General Data Protection Regulations of the EU in the era of Big Data and the rise of mobile marketing and networked consumer.
  • Your learning experience will flow seamlessly between the book and the online environment, with chapter links to European bodies, marketing journals, case study questions and multiple choice questions.



Armstrong: Marketing An Introduction_p4

Spis treści

Part 1: Defining Marketing and the Marketing Process

Chapter 1 – Marketing: Managing Profitable Customer Relationships

Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2: Understanding the Marketplace and Consumers

Chapter 3 – The Marketing Environment

Chapter 4 – Managing Marketing Information

Chapter 5 – Consumer and Business Buying Behaviour  

Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mic

Chapter 6 – Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers

Chapter 7 – Product, Services and Branding Strategy

Chapter 8 – Developing New Products and Managing the Product Life Cycle

Chapter 9 – Pricing: Understanding and Capturing Customer Value

Chapter 10 – Marketing Channels and Supply Chain Management

Chapter 11 – Retailing and Wholesaling

Chapter 12 – Communicating Customer Value: Advertising, Sales Promotion and Public Relations

Chapter 13 – Communicating Customer Value: Personal Selling and Direct Marketing

Part 4: Extending Marketing

Chapter 14 – Marketing in a Digital Age

Chapter 15 – The Global Marketplace

Chapter 16 – Ethics, Social Responsibility and Sustainability

Polecamy również książki

Strony www Białystok Warszawa
801 777 223