Principles of marketing /
Kotler, Philip.
Principles of marketing / Philip Kotler, Gary Armstrong. - 14th ed. - Boston : Pearson Prentice Hall, 2012. - xxiv, 613, [97] p. : col. ill. ; 29 cm.
Includes bibliographical references and index.
1. Marketing: Creating and Capturing Customer Value -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- 3. The Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Consumer Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Product, Services, and Brands: Building Customer Value -- 9. New-Product Development and Life-Cycle Strategies -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct and Online Marketing: Building Direct Customer Relationships -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Marketing Ethics and Social Responsibility.
Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.
9780273752431 027375243X
2010052017
Marketing.
658.8
Principles of marketing / Philip Kotler, Gary Armstrong. - 14th ed. - Boston : Pearson Prentice Hall, 2012. - xxiv, 613, [97] p. : col. ill. ; 29 cm.
Includes bibliographical references and index.
1. Marketing: Creating and Capturing Customer Value -- 2. Company and Marketing Strategy: Partnering to Build Customer Relationships -- 3. The Marketing Environment -- 4. Managing Marketing Information to Gain Customer Insights -- 5. Consumer Markets and Consumer Buyer Behavior -- 6. Business Markets and Business Buyer Behavior -- 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Product, Services, and Brands: Building Customer Value -- 9. New-Product Development and Life-Cycle Strategies -- 10. Pricing: Understanding and Capturing Customer Value -- 11. Pricing Strategies -- 12. Marketing Channels: Delivering Customer Value -- 13. Retailing and Wholesaling -- 14. Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct and Online Marketing: Building Direct Customer Relationships -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Marketing Ethics and Social Responsibility.
Today’s marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty.
9780273752431 027375243X
2010052017
Marketing.
658.8