Principles of Marketing

Häftad, Engelska, 2019

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Beskrivning

Create market value through innovative customer connections and engagement.

Principles of Marketing, 8th European Edition, by Kotler et al. covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world.

Ideal for both undergraduate and postgraduate marketing programmes, this textbook examines traditional aspects of marketing and blends them with modern and future concepts. This European Edition presents fundamental marketing information within an innovative customer-value framework to help you understand how to create value and build customer relationships.

Key features for this edition include:

A wealth of examples, illustrating how companies use new digital technologies to maximise customer engagement
Improved learning design with chapter-opening stories, clear learning outcomes and explanatory author comments on major chapter sections
New end-of-chapter case studies and video cases help you apply your learning to actual companies

In a fast-changing, increasingly digital and social marketplace, it is more vital than ever for marketers to develop meaningful connections with their customers. This textbook helps you master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Produktinformation

Utgivningsdatum:2019-11-21
Mått:208 x 274 x 25 mm
Vikt:1 500 g
Format:Häftad
Språk:Engelska
Antal sidor:720
Upplaga:8
Förlag:Pearson Education
ISBN:9781292269566

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.Gary Armstrong is a 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 the Marketing 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.Hongwei He is a Professor of Marketing at Alliance Manchester Business School, University of Manchester, and an Associate Editor for the Journal of Business Research.

Innehållsförteckning

PrefaceAbout the authorsAcknowledgementsPart 1: Defining Marketing and the Marketing Process Marketing: creating customer value and engagementCompany and marketing strategy: partnering to build customer engagement, value and relationshipsPart 2: Understanding the marketplace and consumers Analysing the marketing environmentManaging marketing information to gain customer insightsConsumer markets and buyer behaviourBusiness markets and business buyer behaviourPart 3: Designing a customer value-driven strategy and mix Customer-driven marketing strategy: creating value for target customersProducts, services and brands: building customer valueDeveloping new products and managing the product life cyclePricing: understanding and capturing customer valuePricing strategies: additional considerationsMarketing channels: delivering customer valueRetailing and wholesalingEngaging consumers and communicating customer value: integrated marketing communications strategyAdvertising and public relationsPersonal selling and sales promotionDirect, online, social media and mobile marketingPart 4: Extending Marketing Creating competitive advantageThe global marketplaceSocial responsibility and ethicsAppendix 1: Marketing planAppendix 2: Marketing by numbersGlossaryIndex