Principles of marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ ; Munich [u.a.]
Pearson
2010
|
| Ausgabe: | 13. ed., global ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Getr. Zählung Ill., graph. Darst. |
| ISBN: | 9780137006694 0137006691 |
Internformat
MARC
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| 245 | 1 | 0 | |a Principles of marketing |c Philip Kotler, Gary Armstrong |
| 246 | 1 | 3 | |a Marketing |
| 250 | |a 13. ed., global ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ ; Munich [u.a.] |b Pearson |c 2010 | |
| 300 | |a Getr. Zählung |b Ill., graph. Darst. | ||
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| 650 | 7 | |a Marketing |2 stw | |
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| 650 | 4 | |a Marketing | |
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| 655 | 7 | |8 3\p |0 (DE-588)4123623-3 |a Lehrbuch |2 gnd-content | |
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Datensatz im Suchindex
| _version_ | 1825147672852430848 |
|---|---|
| adam_text |
Brief
Contents
Preface
16
Parł
1
Defining Marketing and the Marketing Process
26
1
Marketing: Creating and Capturing Customer Value
26
2
Company and Marketing Strategy: Partnering to Build Customer Relationships
60
Part
2
Understanding the Marketplace and Consumers
88
3
Analyzing the Marketing Environment
88
4
Managing Marketing Information to Gain Customer Insights
122
5
Consumer Markets and Consumer Buyer Behavior
158
6
Business Markets and Business Buyer Behavior
190
Part
3
Designing a Customer-Driven Marketing Strategy and Mix
214
7
Customer-Driven Marketing Strategy: Creating Value for Target Customers
214
8
Products, Services, and Brands: Building Customer Value
246
9
New-Product Development and Product Life-Cycle Strategies
280
10
Pricing: Understanding and Capturing Customer Value
312
11
Pricing Strategies
334
12
Marketing Channels: Delivering Customer Value
360
13
Retailing and Wholesaling
392
14
Communicating Customer Value: Integrated Marketing Communications Strategy
424
15
Advertising and Public Relations
452
16
Personal Selling and Sales Promotion
480
17
Direct and Online Marketing: Building Direct Customer Relationships
512
Part
4
Extending Marketing
550
18
Creating Competitive Advantage
550
19
The Global Marketplace
576
20
Sustainable Marketing: Social Responsibility and Ethics
606
Appendix
1
Marketing Plan
Al
Appendix
2
Marketing by the Numbers All
Appendix
3
Careers in Marketing A29
References Rl
Glossary Gl
Credits Cl
Index
И |
| any_adam_object | 1 |
| author | Kotler, Philip 1931- Armstrong, Gary |
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| author_facet | Kotler, Philip 1931- Armstrong, Gary |
| author_role | aut aut |
| author_sort | Kotler, Philip 1931- |
| author_variant | p k pk g a ga |
| building | Verbundindex |
| bvnumber | BV035275185 |
| classification_rvk | QP 600 |
| classification_tum | WIR 800f |
| ctrlnum | (OCoLC)699137317 (DE-599)BVBBV035275185 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 13. ed., global ed. |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2025-02-26T19:00:58Z |
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| isbn | 9780137006694 0137006691 |
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| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Principles of marketing Philip Kotler, Gary Armstrong Marketing 13. ed., global ed. Upper Saddle River, NJ ; Munich [u.a.] Pearson 2010 Getr. Zählung Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing stw Marketingpolitik stw 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 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017080488&sequence=000002&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 |
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| title | Principles of marketing |
| title_alt | Marketing |
| title_auth | Principles of marketing |
| title_exact_search | 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 |
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| topic_facet | Marketing Marketingpolitik Marketingmanagement Einführung Aufgabensammlung Lehrbuch |
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