Op werkdagen voor 23:00 besteld, morgen in huis Gratis verzending vanaf €20
,

Marketing: An Introduction, Global Edition

Paperback Engels 2022 9781292433103
Op voorraad | Vandaag voor 21:00 uur besteld, morgen in huis

Samenvatting

'Marketing: An Introduction' shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.

Specificaties

ISBN13:9781292433103
Trefwoorden:marketing
Taal:Engels
Bindwijze:paperback
Aantal pagina's:704
Druk:15
Verschijningsdatum:19-5-2022
Hoofdrubriek:Marketing
ISSN:

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

Geef uw waardering

Zeer goed Goed Voldoende Matig Slecht

Over Gary Armstrong

Gary Armstrong is emeritus hoogleraar aan de Kenan-Flagler Business School, University of North Carolina.

Andere boeken door Gary Armstrong

Over Philip Kotler

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Hij is auteur en coauteur van onder andere 'Social Marketing', 'Marketing Places', 'The Marketing of Nations' en 'Marketing Management', dat door de Financial Times wordt gerekend tot de 50 beste bedrijfskundige boeken. Kotler was de eerste die is verkozen als Leader in Marketing Thought door de leden van de American Marketing Association. Tevens heeft Kotler belangrijke prijzen toegekend gekregen, zoals de Paul D. Converse Award, De Steuart Henderson Britt Award, de Distinguished Marketing Educator Award, de Prize for Marketin Excellence, de Charles Coolidge Parling Marketing Award en de Marketing Educator of the Year Award. Kotler bezit tevens een ere-doctoraat aan de universiteiten van Stockholm, Zürich en aan de School of Economics in Athene en Krakau.

Andere boeken door Philip Kotler

Inhoudsopgave

Part 1: Defining Marketing and the Marketing Process
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Part 2: Understanding the Marketplace and Consumer Value
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix
6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7. Product, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10. Marketing Channels: Delivering Customer Value
11. Retailing and Wholesaling
12. Engaging Customers and Communicating Customer Value: Advertising and Public Relations
13. Personal Selling and Sales Promotion
14. Digital Marketing

Part 4: Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

Appendix 1. Company Cases
Appendix 2. Marketing Plan
Appendix 3. Marketing by the Numbers
Appendix 4. Careers in Marketing

Glossary
References
Index

Managementboek Top 100

Rubrieken

Populaire producten

    Personen

      Trefwoorden

        Marketing: An Introduction, Global Edition