Principles of Marketing
| 商家名称 |
信用等级 |
购买信息 |
订购本书 |
|
|
 |
Principles of Marketing |
 |
|
|
Principles of Marketing |
|
基本信息·出版社：Pearson Education (US)
·页码：744 页
·出版日期：2009年01月
·ISBN：0137006691
·International Standard Book Number：0137006691
·条形码：9780137006694
·EAN：9780137006694
·版本：Global ed of 13th revised ed
·装帧：平装
·正文语种：英语
·外文书名：市场法则
内容简介 For undergraduate Principles of Marketing courses 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. Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study.
目录 Part 1--Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2--Understanding the Marketplace and Consumers 3. The Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3--Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Product, Services, and Brands: Building Customer Value 9. New-Product Development and Life-Cycle Strategies 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part 4--Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan 2. Marketing by the Numbers 3. Careers in Marketing Glossary, Company Index, Subject Index
……
