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Marketing: An Introduction Global Edition (14th Edition)
Philip Kotler Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Meer over de auteurs
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Marketing: An Introduction Global Edition (14th Edition)

 Paperback Engels 2019 9781292294865
Verkooppositie 2455
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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.

Specificaties

ISBN13:9781292294865
Rubriek:Marketing
Trefwoorden:marketing
Taal:Engels
Bindwijze:paperback
Aantal pagina's:680
Druk:14
Verschijningsdatum:24-7-2019

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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

Over Gary Armstrong

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

Andere boeken door Gary Armstrong

Inhoudsopgave

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. 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

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        Marketing: An Introduction Global Edition (14th Edition)