Marketing: An Introduction: Global Edition
Pearson Education (Verlag)
978-0-273-75001-7 (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.
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. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. 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. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4 Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics
APPENDIXES
Marketing Plan
Marketing by the Numbers
| Reihe/Serie | Prentice Hall Business |
|---|---|
| Sprache | englisch |
| Maße | 274 x 216 mm |
| Gewicht | 1146 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Schlagworte | Marketing |
| ISBN-10 | 0-273-75001-1 / 0273750011 |
| ISBN-13 | 978-0-273-75001-7 / 9780273750017 |
| Zustand | Neuware |
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