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Principles of Marketing

Paperback Engels 2019 9781292269566
Verkooppositie 5199Hoogste positie: 5199
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Samenvatting

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 Edition is 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

Specificaties

ISBN13:9781292269566
Taal:Engels
Bindwijze:paperback
Aantal pagina's:720
Druk:8
Verschijningsdatum:10-1-2024
ISSN:

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Over Gary Armstrong

Gary Armstrong is emeritus hoogleraar aan de Kenan-Flagler Business School, University of North Carolina.

Andere boeken door Gary Armstrong

Over Lloyd Harris

Lloyd C. Harris is hoogleraar Marketing aan de Birmingham Business School, University of Birmingham.

Andere boeken door Lloyd Harris

Inhoudsopgave

Preface 
About the authors
Acknowledgements
Ch1: Marketing: creating customer value and engagement 
Ch2: Company and marketing strategy: partnering to build customer engagement, value and relationships
Ch3 Analysing the marketing environment
Ch4 Managing marketing information to gain customer insights
Ch5 Consumer markets and buyer behaviour
Ch6 Business markets and business buyer behaviour
Ch7 Customer-driven marketing strategy:creating value for target customers
Ch8 Products, services and brands: building customer value
Ch9 Developing new products and managing the product life cycle
Ch10 Pricing: understanding and capturing customer value
Ch11 Pricing strategies: additional considerations
Ch12 Marketing channels: delivering customer value
Ch13 Retailing and wholesaling
Ch14 Engaging consumers and communicating customer value: integrated marketing communications strategy
Ch15 Advertising and public relations
Ch16 Personal selling and sales promotion
Ch17 Direct, online, social media and mobile marketing
Ch18 Creating competitive advantage
Ch19 The global marketplace
Ch20 Social responsibility and ethics
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary
Index

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        Principles of Marketing