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.


VitalSource eBook (VitalBook) - En anglais 43,00 € DRM - Momentanément indisponible

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

Compléments


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