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Principles of Marketing
Taschenbuch von Phil T. Kotler (u. a.)
Sprache: Englisch

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Beschreibung

Principles of Marketing, 8th European Edition, by Kotler et al. admirably covers a wide range of theoretical concepts and practical issues and accurately reflects the fast-moving pace of marketing in the modern world - examining traditional aspects of marketing and blending them with modern and future concepts. The authors of this European Edition present fundamental marketing information within an innovative customer-value framework, to help students understand how to create value and build customer relationships.

In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, 8th European Edition, helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Principles of Marketing, 8th European Edition, by Kotler et al. admirably covers a wide range of theoretical concepts and practical issues and accurately reflects the fast-moving pace of marketing in the modern world - examining traditional aspects of marketing and blending them with modern and future concepts. The authors of this European Edition present fundamental marketing information within an innovative customer-value framework, to help students understand how to create value and build customer relationships.

In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, 8th European Edition, helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Über den Autor

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.

Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.

Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.

Inhaltsverzeichnis

Preface

About the authors

Acknowledgements



Part 1: Defining Marketing and the Marketing Process

  1. Marketing: creating customer value and engagement
  2. Company and marketing strategy: partnering to build customer engagement, value and relationships


Part 2: Understanding the marketplace and consumers

  • Analysing the marketing environment
  • Managing marketing information to gain customer insights
  • Consumer markets and buyer behaviour
  • Business markets and business buyer behaviour


  • Part 3: Designing a customer value-driven strategy and mix

  • Customer-driven marketing strategy: creating value for target customers
  • Products, services and brands: building customer value
  • Developing new products and managing the product life cycle
  • Pricing: understanding and capturing customer value
  • Pricing strategies: additional considerations
  • Marketing channels: delivering customer value
  • Retailing and wholesaling
  • Engaging consumers and communicating customer value: integrated marketing communications strategy
  • Advertising and public relations
  • Personal selling and sales promotion
  • Direct, online, social media and mobile marketing


  • Part 4: Extending Marketing

  • Creating competitive advantage
  • The global marketplace
  • Social responsibility and ethics
  • Appendix 1: Marketing plan

    Appendix 2: Marketing by numbers

    Glossary

    Index

    Details
    Erscheinungsjahr: 2019
    Fachbereich: Werbung & Marketing
    Genre: Importe, Wirtschaft
    Rubrik: Recht & Wirtschaft
    Medium: Taschenbuch
    ISBN-13: 9781292269566
    ISBN-10: 1292269561
    Sprache: Englisch
    Einband: Kartoniert / Broschiert
    Autor: Kotler, Phil T.
    Armstrong, Gary
    Harris, Lloyd C.
    He, Hongwei
    Auflage: 8th edition
    Hersteller: Pearson Education
    Pearson Education Limited
    Pearson Higher Education
    Verantwortliche Person für die EU: Pearson Education, St.-Martin-Straße 82, D-81541 München, salesde@pearson.com
    Maße: 212 x 271 x 29 mm
    Von/Mit: Phil T. Kotler (u. a.)
    Erscheinungsdatum: 14.11.2019
    Gewicht: 1,49 kg
    Artikel-ID: 117832835
    Über den Autor

    Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.

    Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.

    Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.

    Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.

    Inhaltsverzeichnis

    Preface

    About the authors

    Acknowledgements



    Part 1: Defining Marketing and the Marketing Process

    1. Marketing: creating customer value and engagement
    2. Company and marketing strategy: partnering to build customer engagement, value and relationships


    Part 2: Understanding the marketplace and consumers

  • Analysing the marketing environment
  • Managing marketing information to gain customer insights
  • Consumer markets and buyer behaviour
  • Business markets and business buyer behaviour


  • Part 3: Designing a customer value-driven strategy and mix

  • Customer-driven marketing strategy: creating value for target customers
  • Products, services and brands: building customer value
  • Developing new products and managing the product life cycle
  • Pricing: understanding and capturing customer value
  • Pricing strategies: additional considerations
  • Marketing channels: delivering customer value
  • Retailing and wholesaling
  • Engaging consumers and communicating customer value: integrated marketing communications strategy
  • Advertising and public relations
  • Personal selling and sales promotion
  • Direct, online, social media and mobile marketing


  • Part 4: Extending Marketing

  • Creating competitive advantage
  • The global marketplace
  • Social responsibility and ethics
  • Appendix 1: Marketing plan

    Appendix 2: Marketing by numbers

    Glossary

    Index

    Details
    Erscheinungsjahr: 2019
    Fachbereich: Werbung & Marketing
    Genre: Importe, Wirtschaft
    Rubrik: Recht & Wirtschaft
    Medium: Taschenbuch
    ISBN-13: 9781292269566
    ISBN-10: 1292269561
    Sprache: Englisch
    Einband: Kartoniert / Broschiert
    Autor: Kotler, Phil T.
    Armstrong, Gary
    Harris, Lloyd C.
    He, Hongwei
    Auflage: 8th edition
    Hersteller: Pearson Education
    Pearson Education Limited
    Pearson Higher Education
    Verantwortliche Person für die EU: Pearson Education, St.-Martin-Straße 82, D-81541 München, salesde@pearson.com
    Maße: 212 x 271 x 29 mm
    Von/Mit: Phil T. Kotler (u. a.)
    Erscheinungsdatum: 14.11.2019
    Gewicht: 1,49 kg
    Artikel-ID: 117832835
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