Philip Kotler, Gary Armstrong

Principles of Marketing, Global Edition

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Pearson / Pearson Education Limited
• 18. Auflage
• Seitenzahl: 736
• Erscheinungstermin: 22. Mai 2020
• Englisch
• Abmessung: 273mm x 214mm x 32mm
• Gewicht: 1790g
• ISBN-13: 9781292341132
• ISBN-10: 1292341130
• Artikelnr.: 59546166

Inhaltsangabe

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