Principles of marketing
Philip Kotler
Bok · Engelsk · 2020
| Originaltittel | [ Principles of marketing .] Engelsk
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| Medvirkende | |
| Omfang | xxvii, 689 sider : illustrasjoner, tabeller, figurer
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| Utgave | Eighth European edition
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| Opplysninger | Preface About the authors Acknowledgements Chapter 1: Marketing: creating customer value and engagement Chapter 2: Company and marketing strategy: partnering to build customer engagement, value and relationships Chapter 3 Analysing the marketing environment Chapter 4 Managing marketing information to gain customer insights Chapter 5 Consumer markets and buyer behaviour Chapter 6 Business markets and business buyer behaviour Chapter 7 Customer-driven marketing strategy:creating value for target customers Chapter 8 Products, services and brands: building customer value Chapter 9 Developing new products and managing the product life cycle Chapter 10 Pricing: understanding and capturing customer value Chapter 11 Pricing strategies: additional considerations Chapter 12 Marketing channels: delivering customer value Chapter 13 Retailing and wholesaling Chapter 14 Engaging consumers and communicating customer value: integrated marketing communications strategy Chapter 15 Advertising and public relations Chapter 16 Personal selling and sales promotion Chapter 17 Direct, online, social media and mobile marketing Chapter 18 Creating competitive advantage Chapter 19 The global marketplace Chapter 20 Social responsibility and ethics Appendix 1: Marketing plan Appendix 2: Marketing by numbers Glossary Index. - "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."
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| Emner | |
| Dewey | |
| ISBN | 9781292269566
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