Principles of Marketing IE

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nośnik: druk

The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework.
Part 1–Defining Marketing and the Marketing Process 2
1. Marketing: Managing Profitable Customer Relationships 2
2. Company and...

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Pełny opis produktu: Principles of Marketing IE

Autor:: P. Kotler
Wydawnictwo:: Prentice Hall
ISBN:: 978-0-13-712827-3
Sprawdź inne tytuły:: P. Kotler

Kategorie:: książki obcojęzyczne > angielskie > ekonomia i biznes > marketing

The comprehensive, classic principles text organized around an innovative customer-value and customer-relationship framework.

Part 1–Defining Marketing and the Marketing Process 2
1. Marketing: Managing Profitable Customer Relationships 2
2. Company and Marketing Strategy: Partnering to Build Customer Relationships 34
Part 2–Understanding the Marketplace and Consumers 62
3. The Marketing Environment 62
4. Managing Marketing Information 94
5. Consumer Markets and Consumer Buyer Behavior 128
6. Business Markets and Business Buyer Behavior 158
Part 3–Designing a Customer-Driven Strategy and Marketing Mix 182
7. Customer-Driven Marketing Strategy: Creativing Value for Target Customers 182
8. Product, Services, and Branding Strategies 216
9. New-Product Development and Life-Cycle Strategies 250
10. Pricing Products: Understanding and Capturing Customer Value 282
11. Pricing Products: Pricing Strategies 306
12. Marketing Channels and Supply Chain Management 332
13. Retailing and Wholesaling 364
14. Communicating Customer Value: Integrated Marketing Communication Strategy 396
15. Advertising and Public Relations 424
16. Personal Selling and Sales Promotion 450
17. Direct and Online Marketing: Building Direct Customer Relationships 478
Part 4–Extending Marketing 514
18. Creating Competitive Advantage 514
19. The Global Marketplace 540
20. Marketing Ethics and Social Responsibility 570
APPENDIXES
1. Marketing Plan A-1
2. Marketing by the Numbers A-11
3. Careers in Marketing A-27
References R-1
Glossary G-1
Credits C-1
Index I-1