Principles of marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Pearson Prentice Hall
2008
|
| Edition: | 12. ed., internat. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | Getr. Zählung Ill. |
| ISBN: | 9780137128273 0137128274 |
Staff View
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Record in the Search Index
| _version_ | 1804137611594301440 |
|---|---|
| adam_text | PRINCIPLES OF MARKETING BRIEF CONTENTS PREFACE XXI 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 MARKETING STRATEGY AND INTEGRATED MARKETING MIX 182 7
CUSTOMER-DRIVEN MARKETING STRATEGY: CREATING VALUE FOR TARGET CUSTOMERS
182 8 PRODUCT, SERVICES, AND BRANDING STRATEGY 216 9 NEW-PRODUCT
DEVELOPMENT AND PRODUCT 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 COMMUNICATIONS 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 APPENDIX 1 MARKETING PLAN A-L APPENDIX 2 MARKETING BY THE NUMBERS
A-LL APPENDIX 3 CAREERS IN MARKETING A-27 REFERENCES R-L GLOSSARY G-L
CREDITS C-L INDEX 1-1
|
| adam_txt |
PRINCIPLES OF MARKETING BRIEF CONTENTS PREFACE XXI 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 MARKETING STRATEGY AND INTEGRATED MARKETING MIX 182 7
CUSTOMER-DRIVEN MARKETING STRATEGY: CREATING VALUE FOR TARGET CUSTOMERS
182 8 PRODUCT, SERVICES, AND BRANDING STRATEGY 216 9 NEW-PRODUCT
DEVELOPMENT AND PRODUCT 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 COMMUNICATIONS 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 APPENDIX 1 MARKETING PLAN A-L APPENDIX 2 MARKETING BY THE NUMBERS
A-LL APPENDIX 3 CAREERS IN MARKETING A-27 REFERENCES R-L GLOSSARY G-L
CREDITS C-L INDEX 1-1 |
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| author | Kotler, Philip 1931- Armstrong, Gary |
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| building | Verbundindex |
| bvnumber | BV023289111 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)493518557 (DE-599)BVBBV023289111 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 12. ed., internat. ed. |
| format | Book |
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| illustrated | Illustrated |
| index_date | 2024-07-02T20:42:36Z |
| indexdate | 2024-07-09T21:15:03Z |
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| isbn | 9780137128273 0137128274 |
| language | English |
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| physical | Getr. Zählung Ill. |
| publishDate | 2008 |
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| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Principles of marketing Philip Kotler ; Gary Armstrong 12. ed., internat. ed. Upper Saddle River, NJ Pearson Prentice Hall 2008 Getr. Zählung Ill. txt rdacontent n rdamedia nc rdacarrier Marketing - Manuels d'enseignement supérieur ram Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4143389-0 Aufgabensammlung gnd-content 3\p (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s DE-604 Marketingmanagement (DE-588)4168907-0 s 4\p DE-604 Armstrong, Gary Verfasser aut HEBIS Datenaustausch Darmstadt application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016473763&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kotler, Philip 1931- Armstrong, Gary Principles of marketing Marketing - Manuels d'enseignement supérieur ram Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
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| title | Principles of marketing |
| title_auth | Principles of marketing |
| title_exact_search | Principles of marketing |
| title_exact_search_txtP | Principles of marketing |
| title_full | Principles of marketing Philip Kotler ; Gary Armstrong |
| title_fullStr | Principles of marketing Philip Kotler ; Gary Armstrong |
| title_full_unstemmed | Principles of marketing Philip Kotler ; Gary Armstrong |
| title_short | Principles of marketing |
| title_sort | principles of marketing |
| topic | Marketing - Manuels d'enseignement supérieur ram Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing - Manuels d'enseignement supérieur Marketing Marketingmanagement Einführung Aufgabensammlung Lehrbuch |
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