Principles of Marketing, Global Edition


15e édition

Learn how to create value and gain loyal customers.

Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.

For Principles of Marketing courses using a comprehensive text.


VitalSource eBook (VitalBook) - En anglais 38,00 € DRM - Momentanément indisponible

Spécifications


Éditeur
Pearson Education
Édition
15
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
04 février 2013
Subject Scheme Identifier Code
Classification thématique Thema: Ventes et marketing

VitalSource eBook


Date de publication
04 février 2013
ISBN-13
9780273787853
Ampleur
Nombre de pages de contenu principal : 720
Code interne
273787853
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. Consumer Markets and Consumer Buyer Behavior
06. Business Markets and Business Buyer Behavior

III Designing a Customer-Driven Strategy and Mix
07. Consumer-Driven Marketing Strategy
08. Products, Services, and Brands: Building Customer Value
09. 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

IV Extending Marketing
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics


Ressources Enseignant


En accès réservé, à télécharger

Instructor's Manual, Test Item File, PowerPoints

Compléments


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