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COM.ONIXSUITE.9781292449333 03 01 Pearson France 01 SKU V933 02 1292449330 03 9781292449333 15 9781292449333 DG 002 Web PDF 01 GCOI 27440100596630 1 A01 Philip Kotler Kotler, Philip Philip Kotler <p><strong>Philip Kotler </strong>est professeur de marketing international à la Northwestern University. Titulaire d'un Master of Science de l’université de Chicago et d’un Ph.D. du MIT, il a écrit de nombreux livres, articles et travaux de recherche qui font de lui l’expert incontesté de la discipline.</p> US 2 A01 Gary Armstrong Armstrong, Gary Gary Armstrong <p><strong>Gary Armstrong</strong> est professeur émérite de marketing en premier cycle à la Kenan-Flagler Business School de l'université de Caroline du Nord. Il est diplômé en gestion (université Wayne State, Detroit) et docteur en marketing (Ph. D.) de la Northwestern University (Chicago). Il a contribué à de nombreux articles dans des revues de premier plan.</p> 19 01 eng BUS041000 KJS 24 www.pearson.fr Manuels et lecture complémentaires 24 www.pearson.fr Marketing 24 www.pearson.fr Marketing & Communication 01 <p>This all-in-one eBook offers leading textbook content and a range of digital tools, with integrated resources designed to support your learning.</p> <p>With eBooks, you can:</p> <ul> <li>Customise how you study and add your own notes, bookmarks, and highlights directly in your eBook</li> <li>Organise your studying and time and read online or offline, anytime, anywhere</li> <li>Optimise your study with learning content you can access via your computer, mobile, and Android apps</li> <li>Study for your course using an environmentally and accessible friendly learning resource.</li> </ul></P> 03 <p>This all-in-one eBook offers leading textbook content and a range of digital tools, with integrated resources designed to support your learning.</p> <p>With eBooks, you can:</p> <ul> <li>Customise how you study and add your own notes, bookmarks, and highlights directly in your eBook</li> <li>Organise your studying and time and read online or offline, anytime, anywhere</li> <li>Optimise your study with learning content you can access via your computer, mobile, and Android apps</li> <li>Study for your course using an environmentally and accessible friendly learning resource.</li> </ul></P> 02 Get the best learning experience of the fundamental concepts in marketing with Pearson eBook 04 <h4>PART 1: Defining Marketing and the Marketing Process</h4> <ol> <li>Marketing: Creating Customer Value and Engagement</li> <li>Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships</li> </ol> <h4>PART 2: Understanding the Marketplace and Consumer Value</h4> <ol start="3"> <li>Analyzing the Marketing Environment</li> <li>Managing Marketing Information to Gain Customer Insights</li> <li>Consumer Markets and Buyer Behavior</li> <li>Business Markets and Business Buyer Behavior</li> </ol> <h4>PART 3: Designing a Customer Value-Driven Strategy and Mix</h4> <ol start="7"> <li>Customer Value-Driven Marketing Strategy: Creating Value for Target Customers</li> <li>Products, Services, and Brands: Building Customer Value</li> <li>Developing New Products and Managing the Product Life Cycle</li> <li>Pricing: Understanding and Capturing Customer Value</li> <li>Pricing Strategies: Additional Considerations</li> <li>Marketing Channels: Delivering Customer Value</li> <li>Retailing and Wholesaling</li> <li>Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy</li> <li>Advertising and Public Relations</li> <li>Personal Selling and Sales Promotion</li> <li>Digital Marketing</li> </ol> <h4>PART 4: Extending Marketing</h4> <ol start="18"> <li>Creating Competitive Advantage</li> <li>The Global Marketplace</li> <li>Sustainable Marketing: Social Responsibility and Ethics</li> </ol> 07 03 01 https://www.pearson.fr/resources/titles/27440100596630/images/152c97a9bb6f2ababc2c73a46cfef7a3/THUMBNAIL/9781292449333.jpg 20231120 08 02 01 https://www.pearson.fr/resources/persons/12903.gif 02 https://www.pearson.fr/livre/?GCOI=27440100596630 06 3052396570015 Pearson 01 06 3052396570015 Pearson 01 www.pearson.fr http://www.pearson.fr 04 20230328 2023 06 3052396570015 Pearson France 01 AD AT BE BG HR CY CZ DK EE FI FR GF PF DE GI GR GP HU IS IE IT LV LI LT LU MT MQ MC NL NC NO OM PL PT RE RO RU ES PM SE CH UA GB VA HM MK TF YT BL GG IM JE 20 01 02 02 1 02 49.99 EUR