Principles of marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow [u.a.]
Pearson
2016
|
| Ausgabe: | 16. ed., global ed. |
| Schriftenreihe: | Always Learning
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 731 S. Ill., graph. Darst. |
| ISBN: | 9781292092485 1292092483 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804153256922841088 |
|---|---|
| adam_text | Titel: Principles of marketing
Autor: Kotler, Philip
Jahr: 2016
BRIEF CONTENTS
Preface 17
Acknowledgments 23
Part 1 Defining Marketing and the Marketing Process 26
1 Marketing: Creating Customer Value and Engagement 26
2 Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships 62
Part 2 Understanding the Marketplace and Customer Value 92
3 Analyzing the Marketing Environment 92
4 Managing Marketing Information to Gain Customer Insights 128
5 Consumer Markets and Buyer Behavior 164
6 Business Markets and Business Buyer Behavior 196
Part 3 Designing a Customer Value-Driven Strategy and Mix 220
7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 220
8 Products, Services, and Brands: Building Customer Value 254
9 New Product Development and Product Life-Cycle Strategies 292
10 Pricing: Understanding and Capturing Customer Value 322
11 Pricing Strategies: Additional Considerations 346
12 Marketing Channels: Delivering Customer Value 374
13 Retailing and Wholesaling 408
14 Engaging Customers and Communicating Customer Value 444
15 Advertising and Public Relations 472
16 Personal Selling and Sales Promotion 500
17 Direct, Online, Social Media, and Mobile Marketing 532
Part 4 Extending Marketing 566
18 Creating Competitive Advantage 566
19 The Global Marketplace 592
20 Social Responsibility and Ethics 624
Appendix 1 Marketing Plan 655
Appendix 2 Marketing by the Numbers 665
Appendix 3 Careers in Marketing 681
Glossary 691
Index 699
|
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| dewey-full | 658.8 |
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| discipline | Wirtschaftswissenschaften |
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| title | Principles of 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 |
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