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Principles of Marketing, Global Edition
Taschenbuch von Philip Kotler (u. a.)
Sprache: Englisch

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Beschreibung

Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.

For principlesof marketing courses that require a comprehensive text.

Learn how tocreate value through customer connections and engagement

In afast-changing, increasingly digital and social marketplace, itGÇÖs more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master todayGÇÖs key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.

Localize learning with Pearson Horizon

PearsonHorizon is an easy-to-use, local-language digital platform that deliverspopular Pearson titles through a customizable, personalized learning experienceGÇö all while staying relevant to your area of the world. Pearson Horizon isavailable for select titles and in select geographies. For purchase options, please contact your Pearsonrepresentative.

Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.

For principlesof marketing courses that require a comprehensive text.

Learn how tocreate value through customer connections and engagement

In afast-changing, increasingly digital and social marketplace, itGÇÖs more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master todayGÇÖs key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.

Localize learning with Pearson Horizon

PearsonHorizon is an easy-to-use, local-language digital platform that deliverspopular Pearson titles through a customizable, personalized learning experienceGÇö all while staying relevant to your area of the world. Pearson Horizon isavailable for select titles and in select geographies. For purchase options, please contact your Pearsonrepresentative.

Inhaltsverzeichnis

PART 1:DEFINING MARKETING AND THE MARKETING PROCESS 

1. Marketing:Creating Customer Value and Engagement 

2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships 

PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzingthe Marketing Environment 

4. Managing MarketingInformation to Gain Customer Insights 

5. ConsumerMarkets and Buyer Behavior 

6. BusinessMarkets and Business Buyer Behavior 

PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 

7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers 

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

9. DevelopingNew Products and Managing the Product Life Cycle  

10. Pricing:Understanding and Capturing Customer Value 

11. PricingStrategies: Additional Considerations 

12. MarketingChannels: Delivering Customer Value 

13. Retailingand Wholesaling 

14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy 

15.Advertising and Public Relations 

16. PersonalSelling and Sales Promotion 

17. Direct,Online, Social Media, and Mobile Marketing 

PART 4:EXTENDING MARKETING

18. CreatingCompetitive Advantage 

19. TheGlobal Marketplace 

20.Sustainable Marketing: Social Responsibility and Ethics 

Appendix 1:Marketing Plan 

Appendix 2:Marketing by the Numbers 

Appendix 3:Careers in Marketing

Details
Erscheinungsjahr: 2020
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9781292341132
ISBN-10: 1292341130
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Kotler, Philip
Armstrong, Gary
Auflage: 18. Auflage
Hersteller: Pearson
Pearson Education Limited
Verantwortliche Person für die EU: Pearson, St.-Martin-Straße 82, D-81541 München, salesde@pearson.com
Maße: 273 x 214 x 32 mm
Von/Mit: Philip Kotler (u. a.)
Erscheinungsdatum: 22.05.2020
Gewicht: 1,79 kg
Artikel-ID: 118470795
Inhaltsverzeichnis

PART 1:DEFINING MARKETING AND THE MARKETING PROCESS 

1. Marketing:Creating Customer Value and Engagement 

2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships 

PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzingthe Marketing Environment 

4. Managing MarketingInformation to Gain Customer Insights 

5. ConsumerMarkets and Buyer Behavior 

6. BusinessMarkets and Business Buyer Behavior 

PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 

7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers 

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

9. DevelopingNew Products and Managing the Product Life Cycle  

10. Pricing:Understanding and Capturing Customer Value 

11. PricingStrategies: Additional Considerations 

12. MarketingChannels: Delivering Customer Value 

13. Retailingand Wholesaling 

14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy 

15.Advertising and Public Relations 

16. PersonalSelling and Sales Promotion 

17. Direct,Online, Social Media, and Mobile Marketing 

PART 4:EXTENDING MARKETING

18. CreatingCompetitive Advantage 

19. TheGlobal Marketplace 

20.Sustainable Marketing: Social Responsibility and Ethics 

Appendix 1:Marketing Plan 

Appendix 2:Marketing by the Numbers 

Appendix 3:Careers in Marketing

Details
Erscheinungsjahr: 2020
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9781292341132
ISBN-10: 1292341130
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Kotler, Philip
Armstrong, Gary
Auflage: 18. Auflage
Hersteller: Pearson
Pearson Education Limited
Verantwortliche Person für die EU: Pearson, St.-Martin-Straße 82, D-81541 München, salesde@pearson.com
Maße: 273 x 214 x 32 mm
Von/Mit: Philip Kotler (u. a.)
Erscheinungsdatum: 22.05.2020
Gewicht: 1,79 kg
Artikel-ID: 118470795
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