ksiazki24h.pl
wprowadź własne kryteria wyszukiwania książek: (jak szukać?)
Twój koszyk:   0 zł   zamówienie wysyłkowe >>>
Strona główna > opis książki

PRINCIPLES OF MARKETING WITH MYMARKETINGLAB GLOBAL EDITION


KOTLER PH. ARMSTRONG G.

wydawnictwo: PEARSON , rok wydania 2011, wydanie IV

cena netto: 406.90 Twoja cena  386,56 zł + 5% vat - dodaj do koszyka

For undergraduate Principles of Marketing courses

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers.

Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.


Table of Contents

 

Part 1–Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

 

Part 2–Understanding the Marketplace and Consumers

3. The Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Consumer Markets and Consumer Buyer Behavior

6. Business Markets and Business Buyer Behavior

 

Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix

7. Customer-Driven Marketing Strategy: Creating Value for Target Customers

8. Product, Services, and Brands: Building Customer Value

9. New-Product Development and 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 Communication Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct and Online Marketing: Building Direct Customer Relationships

 

Part 4–Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Marketing Ethics and Social Responsibility


Book with access code

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

 
Wszelkie prawa zastrzeżone PROPRESS sp. z o.o. 2012-2022