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Armstrong: Marketing An Introduction_p4

Ingenaaid Engels 2019 9781292200309
Verwachte levertijd ongeveer 7 werkdagen

Samenvatting

Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, the Middle East and Asia.
How will you learn about marketing?
You will be guided through five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age and marketing responsibly around the globe
You will be presented with a comprehensive overview of marketing theory and practice because marketing is a company-wide function.
You will be provided with the most up-to-date coverage of current issues in marketing, such as implications for European marketers of Brexit, changed rules and regulations such as the General Data Protection Regulations of the EU in the era of Big Data and the rise of mobile marketing and networked consumer.
Your learning experience will flow seamlessly between the book and the online environment, with chapter links to European bodies, marketing journals, case study questions and multiple choice questions.

Specificaties

ISBN13:9781292200309
Taal:Engels
Bindwijze:ingenaaid
Aantal pagina's:672
Druk:4
Verschijningsdatum:16-4-2019
Hoofdrubriek:Reclame en verkoop
ISSN:

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Over Gary Armstrong

Gary Armstrong is emeritus hoogleraar aan de Kenan-Flagler Business School, University of North Carolina.

Andere boeken door Gary Armstrong

Over Philip Kotler

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Hij is auteur en coauteur van onder andere 'Social Marketing', 'Marketing Places', 'The Marketing of Nations' en 'Marketing Management', dat door de Financial Times wordt gerekend tot de 50 beste bedrijfskundige boeken. Kotler was de eerste die is verkozen als Leader in Marketing Thought door de leden van de American Marketing Association. Tevens heeft Kotler belangrijke prijzen toegekend gekregen, zoals de Paul D. Converse Award, De Steuart Henderson Britt Award, de Distinguished Marketing Educator Award, de Prize for Marketin Excellence, de Charles Coolidge Parling Marketing Award en de Marketing Educator of the Year Award. Kotler bezit tevens een ere-doctoraat aan de universiteiten van Stockholm, Zürich en aan de School of Economics in Athene en Krakau.

Andere boeken door Philip Kotler

Inhoudsopgave

Part 1: Defining Marketing and the Marketing Process
Chapter 1 - Marketing: Managing Profitable Customer Relationships
Chapter 2 - Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
Chapter 3 - The Marketing Environment
Chapter 4 - Managing Marketing Information
Chapter 5 - Consumer and Business Buying Behaviour
Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mic
Chapter 6 - Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers
Chapter 7 - Product, Services and Branding Strategy
Chapter 8 - Developing New Products and Managing the Product Life Cycle
Chapter 9 - Pricing: Understanding and Capturing Customer Value
Chapter 10 - Marketing Channels and Supply Chain Management
Chapter 11 - Retailing and Wholesaling
Chapter 12 - Communicating Customer Value: Advertising, Sales Promotion and Public Relations
Chapter 13 - Communicating Customer Value: Personal Selling and Direct Marketing
Part 4: Extending Marketing
Chapter 14 - Marketing in a Digital Age
Chapter 15 - The Global Marketplace
Chapter 16 - Ethics, Social Responsibility and Sustainability

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