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

Principles of Marketing, Global Edition

Paperback Engels 2023 9781292449364
Verwachte levertijd ongeveer 8 werkdagen

Samenvatting

Master the key marketing challenges and see how you can develop meaningful connections with your customers.

Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace.

Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Specificaties

ISBN13:9781292449364
Trefwoorden:marketing
Taal:Engels
Bindwijze:paperback
Aantal pagina's:768
Druk:19
Hoofdrubriek:Marketing
ISSN:

Lezersrecensies

Wees de eerste die een lezersrecensie schrijft!

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

Over Gary Armstrong

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

Andere boeken door Gary Armstrong

Inhoudsopgave

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 Consumer Value
-Analyzing the Marketing Environment
-Managing Marketing Information to Gain Customer Insights
-Consumer Markets and Buyer Behavior
-Business Markets and Business Buyer Behavior

PART 3: Designing a Customer Value-Driven Strategy and Mix
-Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
-Products, Services, and Brands: Building Customer Value
-Developing New Products and Managing the Product Life Cycle
-Pricing: Understanding and Capturing Customer Value
-Pricing Strategies: Additional Considerations
-Marketing Channels: Delivering Customer Value
-Retailing and Wholesaling
-Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
-Advertising and Public Relations
-Personal Selling and Sales Promotion
-Digital Marketing

PART 4: Extending Marketing
-Creating Competitive Advantage
-The Global Marketplace
-Sustainable Marketing: Social Responsibility and Ethics

Appendices
-Marketing Plan
-Marketing by the Numbers
-Careers In Marketing


Managementboek Top 100

Rubrieken

Populaire producten

    Personen

      Trefwoorden

        Principles of Marketing, Global Edition