Principles of Marketing with MyMarketingLab

Global Edition

Philip Kotler, Gary Armstrong (Autoren)

Media-Kombination

2011 | 14th edition
Pearson Education Limited
978-0-273-75250-9 (ISBN)

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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.

last modified by: Audrey DeGennaro | 24-Jan-2011 10:35 AM EST | View History

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

Verlagsort	Harlow
Sprache	englisch
Maße	218 x 274 mm
Gewicht	1342 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-273-75250-2 / 0273752502
ISBN-13	978-0-273-75250-9 / 9780273752509
Zustand	Neuware