Opis: Principles of Marketing 12e USE - Philip Kotler, Gary Armstrong, P Kotler

The 12th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, "Principles of Marketing" tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.Part 1-Defining Marketing and the Marketing Process 2 1. Marketing: Managing Profitable Customer Relationships 2 2. Company and Marketing Strategy: Partnering to Build Customer Relationships 34 Part 2-Understanding the Marketplace and Consumers 62 3. The Marketing Environment 62 4. Managing Marketing Information 94 5. Consumer Markets and Consumer Buyer Behavior 128 6. Business Markets and Business Buyer Behavior 158 Part 3-Designing a Customer-Driven Strategy and Marketing Mix 182 7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 182 8. Product, Services, and Branding Strategies 216 9. New-Product Development and Life-Cycle Strategies 250 10. Pricing Products: Understanding and Capturing Customer Value 282 11. Pricing Products: Pricing Strategies 306 12. Marketing Channels and Supply Chain Management 332 13. Retailing and Wholesaling 364 14. Communicating Customer Value: Integrated Marketing Communication Strategy 396 15. Advertising and Public Relations 424 16. Personal Selling and Sales Promotion 450 17. Direct and Online Marketing: Building Direct Customer Relationships 478 Part 4-Extending Marketing 514 18. Creating Competitive Advantage 514 19. The Global Marketplace 540 20. Marketing Ethics and Social Responsibility 570 APPENDIXES 1. Marketing Plan A-1 2. Marketing by the Numbers A-11 3. Careers in Marketing A-27 References R-1 Glossary G-1 Credits C-1 Index I-1

Szczegóły: Principles of Marketing 12e USE - Philip Kotler, Gary Armstrong, P Kotler

Tytuł: Principles of Marketing 12e USE
Autor: Philip Kotler, Gary Armstrong, P Kotler
Producent: Prentice Hall
ISBN: 9780132390026
Rok produkcji: 2007
Ilość stron: 736
Oprawa: Twarda
Waga: 1.78 kg

Recenzje: Principles of Marketing 12e USE - Philip Kotler, Gary Armstrong, P Kotler