Philip Kotler, Gary Armstrong, Lloyd C. Harris, Hongwei He

Principles of Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, 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.

To help students understand how to create value and build customer relationships, the authors of this European Edition present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Editionis packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

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

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

Lloyd C. Harris is a Professor of Marketing and Head of the Department of Marketing at Birmingham Business School, University of Birmingham.

Hongwei He is Chair Professor of Marketing at Alliance Manchester Business School, The University of Manchester.

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Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 720
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 27. November 2019
• Englisch
• ISBN-13: 9781292269610
• Artikelnr.: 59076693

Autorenporträt

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.

Inhaltsangabe

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
1. Analysing the marketing environment
2. Managing marketing information to gain customer insights
3. Consumer markets and buyer behaviour
4. Business markets and business buyer behaviour
Part 3: Designing a customer value-driven strategy and mix
5. Customer-driven marketing strategy: creating value for target customers
6. Products, services and brands: building customer value
7. Developing new products and managing the product life cycle
8. Pricing: understanding and capturing customer value
9. Pricing strategies: additional considerations
10. Marketing channels: delivering customer value
11. Retailing and wholesaling
12. Engaging consumers and communicating customer value: integrated marketing
communications strategy
13. Advertising and public relations
14. Personal selling and sales promotion
15. Direct, online, social media and mobile marketing
Part 4: Extending Marketing
16. Creating competitive advantage
17. The global marketplace
18. Social responsibility and ethics
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary
Index