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Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.
For principlesof marketing courses that require a comprehensive text.
Learn how tocreate value through customer connections and engagement
In afast-changing, increasingly digital and social marketplace, itGÇÖs more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master todayGÇÖs key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.
Localize learning with Pearson Horizon
PearsonHorizon is an easy-to-use, local-language digital platform that deliverspopular Pearson titles through a customizable, personalized learning experienceGÇö all while staying relevant to your area of the world. Pearson Horizon isavailable for select titles and in select geographies. For purchase options, please contact your Pearsonrepresentative.
Thistitle is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.
For principlesof marketing courses that require a comprehensive text.
Learn how tocreate value through customer connections and engagement
In afast-changing, increasingly digital and social marketplace, itGÇÖs more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master todayGÇÖs key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.
Localize learning with Pearson Horizon
PearsonHorizon is an easy-to-use, local-language digital platform that deliverspopular Pearson titles through a customizable, personalized learning experienceGÇö all while staying relevant to your area of the world. Pearson Horizon isavailable for select titles and in select geographies. For purchase options, please contact your Pearsonrepresentative.
PART 1:DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing:Creating Customer Value and Engagement
2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships
PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
3. Analyzingthe Marketing Environment
4. Managing MarketingInformation to Gain Customer Insights
5. ConsumerMarkets and Buyer Behavior
6. BusinessMarkets and Business Buyer Behavior
PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers
8. Products,Services, and Brands: Building Customer Value
9. DevelopingNew Products and Managing the Product Life Cycle
10. Pricing:Understanding and Capturing Customer Value
11. PricingStrategies: Additional Considerations
12. MarketingChannels: Delivering Customer Value
13. Retailingand Wholesaling
14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy
15.Advertising and Public Relations
16. PersonalSelling and Sales Promotion
17. Direct,Online, Social Media, and Mobile Marketing
PART 4:EXTENDING MARKETING
18. CreatingCompetitive Advantage
19. TheGlobal Marketplace
20.Sustainable Marketing: Social Responsibility and Ethics
Appendix 1:Marketing Plan
Appendix 2:Marketing by the Numbers
Appendix 3:Careers in Marketing
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 736 |
| ISBN-13: | 9781292341132 |
| ISBN-10: | 1292341130 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kotler, Philip
Armstrong, Gary |
| Auflage: | 18. Auflage |
| Hersteller: |
Pearson
Pearson Education Limited |
| Maße: | 273 x 214 x 32 mm |
| Von/Mit: | Philip Kotler (u. a.) |
| Erscheinungsdatum: | 22.05.2020 |
| Gewicht: | 1,79 kg |
PART 1:DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing:Creating Customer Value and Engagement
2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships
PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
3. Analyzingthe Marketing Environment
4. Managing MarketingInformation to Gain Customer Insights
5. ConsumerMarkets and Buyer Behavior
6. BusinessMarkets and Business Buyer Behavior
PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers
8. Products,Services, and Brands: Building Customer Value
9. DevelopingNew Products and Managing the Product Life Cycle
10. Pricing:Understanding and Capturing Customer Value
11. PricingStrategies: Additional Considerations
12. MarketingChannels: Delivering Customer Value
13. Retailingand Wholesaling
14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy
15.Advertising and Public Relations
16. PersonalSelling and Sales Promotion
17. Direct,Online, Social Media, and Mobile Marketing
PART 4:EXTENDING MARKETING
18. CreatingCompetitive Advantage
19. TheGlobal Marketplace
20.Sustainable Marketing: Social Responsibility and Ethics
Appendix 1:Marketing Plan
Appendix 2:Marketing by the Numbers
Appendix 3:Careers in Marketing
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 736 |
| ISBN-13: | 9781292341132 |
| ISBN-10: | 1292341130 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kotler, Philip
Armstrong, Gary |
| Auflage: | 18. Auflage |
| Hersteller: |
Pearson
Pearson Education Limited |
| Maße: | 273 x 214 x 32 mm |
| Von/Mit: | Philip Kotler (u. a.) |
| Erscheinungsdatum: | 22.05.2020 |
| Gewicht: | 1,79 kg |
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