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Principles of Marketing, 8th European Edition, by Kotler et al. admirably covers a wide range of theoretical concepts and practical issues and accurately reflects the fast-moving pace of marketing in the modern world - examining traditional aspects of marketing and blending them with modern and future concepts. The authors of this European Edition present fundamental marketing information within an innovative customer-value framework, to help students understand how to create value and build customer relationships.
In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, 8th 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.
Principles of Marketing, 8th European Edition, by Kotler et al. admirably covers a wide range of theoretical concepts and practical issues and accurately reflects the fast-moving pace of marketing in the modern world - examining traditional aspects of marketing and blending them with modern and future concepts. The authors of this European Edition present fundamental marketing information within an innovative customer-value framework, to help students understand how to create value and build customer relationships.
In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing, 8th 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.
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.
Preface
About the authors
Acknowledgements
Part 1: Defining Marketing and the Marketing Process
- Marketing: creating customer value and engagement
- Company and marketing strategy: partnering to build customer engagement, value and relationships
Part 2: Understanding the marketplace and consumers
Part 3: Designing a customer value-driven strategy and mix
Part 4: Extending Marketing
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary
Index
| Erscheinungsjahr: | 2019 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 689 |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781292269566 |
| ISBN-10: | 1292269561 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kotler, Phil T.
Armstrong, Gary Harris, Lloyd C. He, Hongwei |
| Auflage: | 8th edition |
| Hersteller: |
Pearson Education
Pearson Education Limited Pearson Higher Education |
| Maße: | 212 x 271 x 29 mm |
| Von/Mit: | Phil T. Kotler (u. a.) |
| Erscheinungsdatum: | 14.11.2019 |
| Gewicht: | 1,576 kg |
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.
Preface
About the authors
Acknowledgements
Part 1: Defining Marketing and the Marketing Process
- Marketing: creating customer value and engagement
- Company and marketing strategy: partnering to build customer engagement, value and relationships
Part 2: Understanding the marketplace and consumers
Part 3: Designing a customer value-driven strategy and mix
Part 4: Extending Marketing
Appendix 1: Marketing plan
Appendix 2: Marketing by numbers
Glossary
Index
| Erscheinungsjahr: | 2019 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 689 |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781292269566 |
| ISBN-10: | 1292269561 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kotler, Phil T.
Armstrong, Gary Harris, Lloyd C. He, Hongwei |
| Auflage: | 8th edition |
| Hersteller: |
Pearson Education
Pearson Education Limited Pearson Higher Education |
| Maße: | 212 x 271 x 29 mm |
| Von/Mit: | Phil T. Kotler (u. a.) |
| Erscheinungsdatum: | 14.11.2019 |
| Gewicht: | 1,576 kg |
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