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Principles of Marketing, Global Edition (eBook)

Artikelnummer: 978-1-292-34122-4
Einband: Adobe Digital Editions
Verfügbarkeit: Download, sofort verfügbar (Link per E-Mail)
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  • 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 CONSUMER VALUE¿
  • 3. Analyzing the Marketing Environment¿
  • 4. Managing Marketing Information to Gain Customer Insights¿
  • 5. Consumer Markets and Buyer Behavior¿
  • 6. Business Markets and Business Buyer Behavior¿
  • PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX¿
  • 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers¿
  • 8. Products, Services, and Brands: Building Customer Value¿
  • 9. Developing New Products and Managing the Product Life Cycle ¿
  • 10. Pricing: Understanding and Capturing Customer Value¿
  • 11. Pricing Strategies: Additional Considerations¿
  • 12. Marketing Channels: Delivering Customer Value¿
  • 13. Retailing and Wholesaling¿
  • 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy¿
  • 15. Advertising and Public Relations¿
  • 16. Personal Selling and Sales Promotion¿
  • 17. Direct, Online, Social Media, and Mobile Marketing¿
  • PART 4: EXTENDING MARKETING¿
  • 18. Creating Competitive Advantage¿
  • 19. The Global Marketplace¿
  • 20. Sustainable Marketing: Social Responsibility and Ethics¿
  • Appendix 1: Marketing Plan¿
  • Appendix 2: Marketing by the Numbers¿
  • Appendix 3: Careers in Marketing¿

  • 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 CONSUMER VALUE¿
  • 3. Analyzing the Marketing Environment¿
  • 4. Managing Marketing Information to Gain Customer Insights¿
  • 5. Consumer Markets and Buyer Behavior¿
  • 6. Business Markets and Business Buyer Behavior¿
  • PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX¿
  • 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers¿
  • 8. Products, Services, and Brands: Building Customer Value¿
  • 9. Developing New Products and Managing the Product Life Cycle ¿
  • 10. Pricing: Understanding and Capturing Customer Value¿
  • 11. Pricing Strategies: Additional Considerations¿
  • 12. Marketing Channels: Delivering Customer Value¿
  • 13. Retailing and Wholesaling¿
  • 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy¿
  • 15. Advertising and Public Relations¿
  • 16. Personal Selling and Sales Promotion¿
  • 17. Direct, Online, Social Media, and Mobile Marketing¿
  • PART 4: EXTENDING MARKETING¿
  • 18. Creating Competitive Advantage¿
  • 19. The Global Marketplace¿
  • 20. Sustainable Marketing: Social Responsibility and Ethics¿
  • Appendix 1: Marketing Plan¿
  • Appendix 2: Marketing by the Numbers¿
  • Appendix 3: Careers in Marketing¿
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VerlagPearson HigherEducation
EinbandAdobe Digital Editions
Erscheinungsjahr2021
Seitenangabe736 S.
AusgabekennzeichenEnglisch
Masse47'043 KB
Auflage21018 A. 18. Auflage
PlattformEPUB
AutorKotler, Philip / Armstrong, Gary

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