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Marketing: An Introduction, 13th Edition Tapa blanda - 2016
de Gary Armstrong; Philip Kotler
Resumen
For undergraduate courses on the Principles of Marketing. An introduction to the world of marketing using a proven, practical, and engaging approachMarketing: An Introduction shows students how customer value—creating it and capturing it—drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices.
Detalles
- Título Marketing: An Introduction, 13th Edition
- Autor Gary Armstrong; Philip Kotler
- Encuadernación Tapa blanda
- Edición 13th
- Páginas 642
- Idioma ENG
- Editorial Pearson, U.S.A.
- Fecha de publicación 2016
- ISBN 9780134149530
Índice
Part 1: Defining Marketing and the Marketing Process1. Marketing Creating Customer Value and Engagement2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, andRelationships Part 2: Understanding the Marketplace and Customer Value3. Analyzing the Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Understanding Consumer and Business Buyer Behavior Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers7. Product, Services, and Brands Building Customer Value8. Developing New Products and Managing the Product Life Cycle9. Pricing Understanding and Capturing Customer Value10. Marketing Channels Delivering Customer Value11. Retailing and Wholesaling12. Engaging Customers and Communicating Customer Value Advertising and PublicRelations 13. Personal Selling and Sales Promotion14. Direct, Online, Social Media, and Mobile Marketing Part 4: Extending Marketing15. The Global Marketplace16. Sustainable Marketing Social Responsibility and Ethics Appendix 1. Company CasesAppendix 2. Marketing PlanAppendix 3. Marketing by the NumbersAppendix 4. Careers in Marketing ReferencesGlossaryCreditsIndex
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Marketing: An Introduction
de Gary Armstrong,Philip Kotler
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