Marketing: An Introduction, Global Edition
11e édition
For undergraduate Principles of Marketing courses.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.
Spécifications
- Éditeur
- Pearson Education
- Édition
- 11
- Auteur
- Gary Armstrong, Philip Kotler,
- Langue
- anglais
- Mots clés
- Kotler, manuel, marketing, ouvrage en anglais, VitalSource
- Catégorie (éditeur)
- > Manuels et lecture complémentaires > Marketing & Communication > Marketing
- Catégorie (éditeur)
- > Manuels et lecture complémentaires > Marketing & Communication
- BISAC Subject Heading
- BUS043000 BUSINESS & ECONOMICS / Marketing > BUS058000 BUSINESS & ECONOMICS / Sales & Selling
- BIC subject category (UK)
- KJS Sales & marketing
- Code publique Onix
- 05 Enseignement supérieur
- Date de première publication du titre
- 28 mars 2012
- Subject Scheme Identifier Code
- Classification thématique Thema: Ventes et marketing
VitalSource eBook
- Date de publication
- 28 mars 2012
- ISBN-13
- 9780273767237
- Ampleur
- Nombre de pages de contenu principal : 648
- Code interne
- 273767232
- Protection technique e-livre
- DRM
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Sommaire
I Defining Marketing and the Marketing Process
01. Marketing: Creating and Capturing Customer Value
02. Company and Marketing Strategy: Partnering to Build Customer Relationships
II Understanding the Marketplace and Consumers
03. Analyzing the Marketing Environment
04. Managing Marketing Information to Gain Customer Insights
05. Understanding Consumer and Business Buyer Behavior
III Designing a Customer-Driven Strategy and Mix
06. Customer-Driven Marketing Strategy: Creating Value for Target Customers
07. Products, Services, and Brands: Building Customer Value
08. Developing New Products and Managing the Product Life-Cycle
09. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Communicating Customer Value: Advertising and Public Relations
13. Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
IV Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics
Appendix 1 Marketing Cases
Appendix 2 Marketing Plan
Appendix 3 Marketing by the Numbers
Ressources Enseignant
En accès réservé, à télécharger
-
Instructor's Manual, Test Bank, PowerPoints, Image Library