[KX0360] Principles of Marketing 18/E   
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Table of Contents:

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. Consumer Markets and Buyer Behavior 

  • 6. Business Markets and Business Buyer Behavior 

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 

  • 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 

  • 8. Products, Services, and Brands: Building Customer Value 

  • 9. Developing New Products and Managing the Product Life Cycle  

  • 10. Pricing: Understanding and Capturing Customer Value 

  • 11. Pricing Strategies: Additional Considerations 

  • 12. Marketing Channels: Delivering Customer Value 

  • 13. Retailing and Wholesaling 

  • 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 

  • 15. Advertising and Public Relations 

  • 16. Personal Selling and Sales Promotion 

  • 17. Direct, Online, Social Media, and Mobile Marketing 

PART 4: EXTENDING MARKETING 

  • 18. Creating Competitive Advantage 

  • 19. The Global Marketplace 

  • 20. Sustainable Marketing: Social Responsibility and Ethics 

Appendix 1: Marketing Plan 

Appendix 2: Marketing by the Numbers 

Appendix 3: Careers in Marketing 

   本書其它內容…

作(編/譯)者 : KOTLER & ARMSTRONG 出版年份 : 2021
ISBN : 9781292341132 書號 : KX0360
幾色 : 4 規格 : 平裝
發行公司 : PEARSON 英文書名中譯 : 行銷學
版次 : 18E 頁數 : 736