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.
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