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Principles of Marketing de Phil T. Kotler

Principles of Marketing

Autor Phil T. Kotler, Gary Armstrong, Lloyd C. Harris, Hongwei He
en Limba Engleză Paperback – 14 noi 2019
Enhance your students' understanding of the essential contemporary concepts of marketing. Principles of Marketing, 8th European Edition, is a core text for undergraduate and postgraduate marketing courses, covering a wide range of theoretical concepts and practical issues to accurately reflect the fast-moving pace of marketing in the modern world.
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Specificații

ISBN-13: 9781292269566
ISBN-10: 1292269561
Pagini: 704
Dimensiuni: 271 x 212 x 29 mm
Greutate: 1.49 kg
Ediția:8th edition
Editura: Pearson Education
Colecția Pearson Higher Education

Notă biografică

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is a Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Lloyd C. Harris is Head of the Marketing Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.

Cuprins

Preface
About the authors
Acknowledgements

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 consumers

  • Analysing the marketing environment
  • Managing marketing information to gain customer insights
  • Consumer markets and buyer behaviour
  • Business markets and business buyer behaviour

    • Part 3: Designing a customer value-driven strategy and mix

  • Customer-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
  • Direct, online, social media and mobile marketing

    • Part 4: Extending Marketing

  • Creating competitive advantage
  • The global marketplace
  • Social responsibility and ethics
    • Appendix 1: Marketing plan
    Appendix 2: Marketing by numbers
    Glossary
    Index