Principles of Marketing
(Sprache: Englisch)
This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
- NEW Real Marketing Highlights: Two...
- NEW Real Marketing Highlights: Two...
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Produktinformationen zu „Principles of Marketing “
This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
- NEW Real Marketing Highlights: Two features per chapter show students what real companies are doing.
- NEW Applying the Concepts: To bring marketing to life for students and see how marketing theories are effectively applied in the real world.
- NEW Focus on Ethics/Technology: Allows students to stay current on how ethics and technology are affecting marketing.
- NEW Marketing by Numbers: Helps students understand the numbers behind marketing and reveals how much math is truly involved.
- More Europe, Middle East, Caribbean and Asia content coverage: Help students in these regions relate better to the marketing concepts.
- NEW Real Marketing Highlights: Two features per chapter show students what real companies are doing.
- NEW Applying the Concepts: To bring marketing to life for students and see how marketing theories are effectively applied in the real world.
- NEW Focus on Ethics/Technology: Allows students to stay current on how ethics and technology are affecting marketing.
- NEW Marketing by Numbers: Helps students understand the numbers behind marketing and reveals how much math is truly involved.
- More Europe, Middle East, Caribbean and Asia content coverage: Help students in these regions relate better to the marketing concepts.
Inhaltsverzeichnis zu „Principles of Marketing “
Part 1--Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2--Understanding the Marketplace and Consumers 3. The Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3--Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Product, Services, and Brands: Building Customer Value 9. New-Product Development and Life-Cycle Strategies 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part 4--Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan 2. Marketing by the Numbers 3. Careers in Marketing Glossary, Company Index, Subject Index
Autoren-Porträt von Philip Kotler, Gary Armstrong
Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.
Bibliographische Angaben
- Autoren: Philip Kotler , Gary Armstrong
- 2009, 13th revised ed, mit farbigen Abbildungen, Maße: 21,5 x 27,4 cm, Kartoniert (TB), Englisch
- Verlag: Prentice Hall International
- ISBN-10: 0137006691
- ISBN-13: 9780137006694
Sprache:
Englisch
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