Księgarnia naukowa
English Polski
Dostęp on-line

Książki

0.00 PLN
Schowek (0) 
Schowek jest pusty
Principles of Marketing

Principles of Marketing

Autorzy
Wydawnictwo Pearson Education
Data wydania 01/07/2017
Wydanie 17
Liczba stron 736
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
Język angielski
ISBN 9781292220178
Kategorie Sprzedaż i marketing
295.58 PLN (z VAT)
$76.01 / €68.01 / £62.99 /
Produkt na zamówienie
Przesyłka w 3-4 tygodnie
Ilość
Do schowka

Opis książki

For Principles of Marketing courses that require a comprehensive text.

 

Help students learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.

 

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

 

MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.


MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Principles of Marketing

Spis treści

Part 1: Defining Marketing and the Marketing Process 

1. Marketing: Creating Customer Value and Engagement 

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 

 

Part 2: Understanding the Marketplace and Consumer Value

3. Analyzing the Marketing Environment 

4. Managing Marketing Information to Gain Customer Insights 

5. Consumer Markets and Buyer Behavior 

6. Business Markets and Business Buyer Behavior 

 

Part 3: Designing a Customer Value—Driven Strategy and Mix 

7. Customer Value—Driven Marketing Strategy: Creating Value for Target Customers 

8. Products, Services, and Brands: Building Customer Value 

9. Developing New Products and Managing the Product Life Cycle  

10. Pricing: Understanding and Capturing Customer Value 

11. Pricing Strategies: Additional Considerations 

12. Marketing Channels: Delivering Customer Value 

13. Retailing and Wholesaling 

14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 

15. Advertising and Public Relations 

16. Personal Selling and Sales Promotion 

17. Direct, Online, Social Media, and Mobile Marketing 

 

Part 4: Extending Marketing

18. Creating Competitive Advantage 

19. The Global Marketplace 

20. Sustainable Marketing: Social Responsibility and Ethics 

 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

Appendix 3: Careers in Marketing

Polecamy również książki

Strony www Białystok Warszawa
801 777 223