高立出版集團 -- Principles of Marketing 16/E
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[KX0330] Principles of Marketing 16/E    首頁 > 英文圖書類 > Business
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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 Customer 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 Marketing Strategy and Mix

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

  • 8. Product, 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 Customers and Communicating Customer Value

  • 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. Social Responsibility and Ethics

APPENDIXES

 本書其它內容…

作(編/譯)者 : KOTLER & ARMSTRONG 出版年份 : 2016
ISBN : 9781292092485 書號 : KX0330
幾色 : 4 規格 : 平裝
發行公司 : PEARSON 英文書名中譯 : 行銷學
版次 : 16E 頁數 : 736
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