عنوان

Marketing :

013414953X

9780134149530

Marketing :

[Book]

an introduction /

Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.

Thirteenth edition.

Boston :

Pearson,

[2017]

xxviii, 642 ;

28 cm

Revised edition of the authors' Marketing, 2015.

Includes bibliographical references (pages 601-621) and indexes.

Defining marketing and the marketing process: Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and customer value: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value-driven strategy and mix: Customer value-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 -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing: The global marketplace -- Sustainable marketing : social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index.

0

Marketing.

85.40 marketing.

Beziehungsmarketing

Marketing

Marketing.

Marketingtheorie

Armstrong, Gary, (Gary M.)

Kotler, Philip

20200822085706.0

rda

[Book]

Y