Principles of MARKETING /
In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing shows you how to create vibrant, interactive communities of consumers who make products and brands an integral...
| Päätekijät: | , |
|---|---|
| Aineistotyyppi: | text |
| Kieli: | eng |
| Julkaistu: |
New York, NY : Pearson Education,
2021
|
| Aiheet: |
| _version_ | 1826471416686444544 |
|---|---|
| author | Kotler, Philip, author 301835 Armstrong, Gary (Gary M.), author 301840 |
| author_facet | Kotler, Philip, author 301835 Armstrong, Gary (Gary M.), author 301840 |
| author_sort | Kotler, Philip, author 301835 |
| collection | OCEAN |
| description | In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help you master this key marketing challenge, the authors present the fundamentals within an innovative customer-value framework. The 18th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. It's packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences and communities. |
| first_indexed | 2024-03-05T17:03:04Z |
| format | text |
| id | KOHA-OAI-TEST:599378 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T17:03:04Z |
| publishDate | 2021 |
| publisher | New York, NY : Pearson Education, |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5993782022-08-30T04:07:55ZPrinciples of MARKETING / Kotler, Philip, author 301835 Armstrong, Gary (Gary M.), author 301840 textNew York, NY : Pearson Education,2021©2021engIn a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help you master this key marketing challenge, the authors present the fundamentals within an innovative customer-value framework. The 18th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. It's packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences and communities.Includes bibliographical references and index.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 CONSUMER VALUE 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Buyer Behavior 6. Business Markets and Business Buyer Behavior -- PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 8. Products, Services, and Brands: Building Customer Value 9. Developing New Products and Managing the Product Life Cycle 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Online, Social Media, and Mobile Marketing -- PART 4: EXTENDING MARKETING 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics -- APPENDICES 1. Marketing Plan 2. Marketing by the Numbers 3. Careers in MarketingIn a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help you master this key marketing challenge, the authors present the fundamentals within an innovative customer-value framework. The 18th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. It's packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences and communities.PSZJBLMarketingURN:ISBN:9780136708582 |
| spellingShingle | Marketing Kotler, Philip, author 301835 Armstrong, Gary (Gary M.), author 301840 Principles of MARKETING / |
| title | Principles of MARKETING / |
| title_full | Principles of MARKETING / |
| title_fullStr | Principles of MARKETING / |
| title_full_unstemmed | Principles of MARKETING / |
| title_short | Principles of MARKETING / |
| title_sort | principles of marketing |
| topic | Marketing |
| work_keys_str_mv | AT kotlerphilipauthor301835 principlesofmarketing AT armstronggarygarymauthor301840 principlesofmarketing |