Philip Kotler,
Gary Armstrong
Principles of Marketing, Global Edition
E-book Engels 2020 9781292345895
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
For principles of marketing courses that require a comprehensivetext.
Learn how to create value through customerconnections and engagement
In a fast-changing, increasingly digital andsocial marketplace, it's more vital than ever for marketers to developmeaningful 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 andbrands an integral part of their daily lives. To help students understand howto create value and build customer relationships, Kotler and Armstrong presentfundamental marketing information within an innovative customer-valueframework. Thoroughly revised to reflect the major trends impactingcontemporary marketing, the 18th Edition is packed with stories illustratinghow companies use new digital technologies to maximise customer engagement andshape brand conversations, experiences, and communities.
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Inhoudsopgave
<p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">PART 1:DEFINING MARKETING AND THE MARKETING PROCESS </span><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;"></span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">1. Marketing:Creating Customer Value and Engagement </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;">PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE</span><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;"> </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">3. Analyzingthe Marketing Environment </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">4. Managing MarketingInformation to Gain Customer Insights </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">5. ConsumerMarkets and Buyer Behavior </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">6. BusinessMarkets and Business Buyer Behavior </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;">PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">8. Products,Services, and Brands: Building Customer Value </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">9. DevelopingNew Products and Managing the Product Life Cycle </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">10. Pricing:Understanding and Capturing Customer Value </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">11. PricingStrategies: Additional Considerations </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">12. MarketingChannels: Delivering Customer Value </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">13. Retailingand Wholesaling </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">15.Advertising and Public Relations </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">16. PersonalSelling and Sales Promotion </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">17. Direct,Online, Social Media, and Mobile Marketing </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;">PART 4:EXTENDING MARKETING</span><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;"> </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">18. CreatingCompetitive Advantage </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">19. TheGlobal Marketplace </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">20.Sustainable Marketing: Social Responsibility and Ethics </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;"><span style=""> </span></span><span style="font-family: Calibri , sans-serif;font-size: 11.0pt;">Appendix 1:Marketing Plan </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">Appendix 2:Marketing by the Numbers </span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;color: black;">Appendix 3:Careers in Marketing</span></p> <p class="MsoNormal"><span style="font-size: 11.0pt;font-family: Calibri , sans-serif;"> </span></p> <br> <br>
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan