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This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
For principles of marketing courses that require a comprehensive text.
Learn how to create value through customer connections and engagement
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 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, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
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For principles of marketing courses that require a comprehensive text.
Learn how to create value through customer connections and engagement
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 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, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximise customer engagement and shape brand conversations, experiences, and communities.
Contenu
PART 1:DEFINING MARKETING AND THE MARKETING PROCESS
Marketing:Creating Customer Value and Engagement
Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships
PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
Analyzingthe Marketing Environment
Managing MarketingInformation to Gain Customer Insights
ConsumerMarkets and Buyer Behavior
BusinessMarkets and Business Buyer Behavior
PART 3:DESIGNING A CUSTOMER VALUEDRIVEN STRATEGY AND MIX
CustomerValueDriven Marketing Strategy: Creating Value for Target Customers
Products,Services, and Brands: Building Customer Value
DevelopingNew Products and Managing the Product Life Cycle
Pricing:Understanding and Capturing Customer Value
PricingStrategies: Additional Considerations
MarketingChannels: Delivering Customer Value
Retailingand Wholesaling
EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy
15.Advertising and Public Relations
PersonalSelling and Sales Promotion
Direct,Online, Social Media, and Mobile Marketing
PART 4:EXTENDING MARKETING
CreatingCompetitive Advantage
TheGlobal Marketplace
20.Sustainable Marketing: Social Responsibility and Ethics
Appendix 1:Marketing Plan
Appendix 2:Marketing by the Numbers
Appendix 3:Careers in Marketing