- Häftad (Paperback)
- Antal sidor
- Armstrong, Gary / Harris, Lloyd C. / Piercy, Nigel
- 276 x 211 x 27 mm
- Antal komponenter
- 1452 g
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Principles of Marketing European Edition 7th edn
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Seventh European Edition
Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy
The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world.
To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing.
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Lloyd C. Harris is Head of Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Nigel Piercy, was formerly Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. He is now a consultant and management writer. Recent publications include Marketing Strategy and Competitive Positioning, 6th ed. (with Graham Hooley, Brigitte Nicoulaud and John Rudd) published by Pearson in 2016.
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Chapter 1 Creating Customer Value and Engagement
Chapter 2 Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships
Chapter 3 Analyzing the Marketing Environment
Chapter 4 Managing Marketing Information to Gain Customer Insights
Chapter 5 Consumer Markets and Buyer Behaviour
Chapter 6 Business Markets and Business Buyer Behavior
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8 Products, Services, and Brands: Building Customer Value
Chapter 9 New Product Development and Product LifeCycle Strategies
Chapter 10 Understanding and Capturing Customer Value
Chapter 11 Pricing Strategies
Chapter 12 Marketing Channels: Delivering Customer Value
Chapter 13 Retailing and Wholesaling
Chapter 14 Engaging Customers and Communicating Customer Value Integrated Marketing Communications Strategy
Chapter 15 Advertising and Public Relations
Chapter 16 Personal Selling and Sales Promotion
Chapter 17 Direct, Online, Social Media, and Mobile Marketing
Chapter 18 Creating Competitive Advantage
Chapter 19 The Global Marketplace
Chapter 20 Social Responsibility and Ethics