

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago.
Meer over de auteursMarketing: An Introduction Global Edition (14th Edition)
Paperback Engels 2019 9781292294865Samenvatting
An introduction to marketing using a practical and engaging approachMarketing: An Introduction shows students how customer value - creating it and capturing it - drives effective marketing strategies.
The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios. This title is also available digitally as a standalone Pearson eText, or via Pearson MyLab Marketing which includes the Pearson eText.
These options give students affordable access to learning materials, so they come to class ready to succeed. Contact your Pearson rep for more information.
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Over Gary Armstrong
Inhoudsopgave
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. Understanding Consumer and Business Buyer Behavior
Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix
6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers
7. Product, Services, and Brands Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing Understanding and Capturing Customer Value
10. Marketing Channels Delivering Customer Value
11. Retailing and Wholesaling
12. Engaging Customers and Communicating Customer Value Advertising and Public Relations
13. Personal Selling and Sales Promotion
14. Direct, Online, Social Media, and Mobile Marketing
Part 4: Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing Social Responsibility and Ethics
Appendix 1. Company Cases
Appendix 2. Marketing Plan
Appendix 3. Marketing by the Numbers
Appendix 4. Careers in Marketing
Glossary
References
Index
Rubrieken
- Advisering
- Algemeen management
- Coaching en trainen
- Communicatie en media
- Economie
- Financieel management
- Inkoop en logistiek
- Internet en social media
- IT-management / ICT
- Juridisch
- Leiderschap
- Marketing
- Mens en maatschappij
- Non-profit
- Ondernemen
- Organisatiekunde
- Personal finance
- Personeelsmanagement
- Persoonlijke effectiviteit
- Projectmanagement
- Psychologie
- Reclame en verkoop
- Strategisch management
- Verandermanagement
- Werk en loopbaan