Principles of marketing

Philip Kotler, Gary Armstrong

MARKET: Readers interested in an overview of marketing strategies and techniques. Learn how to create value and gain loyal customers. Principles of Marketing helps current and aspiring marketers master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information within an innovative customer-value framework, the book helps readers understand how to create value and gain loyal customers. The fifteenth edition has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that technology plays in contemporary marketing, it's packed with new stories and examples illustrating how companies employ technology to gain competitive advantage-from traditional marketing all-stars such as P&G and McDonald's to new-age digital competitors such as Apple and Google.

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  • Part I. Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part II. Understanding the Marketplace and Consumers 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part III. Designing a Customer-Driven Strategy and Mix 7. Consumer-Driven Marketing Strategy 8. Products, Services, and Brands: Building Customer Value 9. New Product Development and Product Life-Cycle Strategies 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communications Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part IV. Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics Appendix 1 Marketing Plan Appendix 2 Marketing by the Numbers References Glossary Credits Index

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書名 Principles of marketing
著作者等 Armstrong, Gary M
Kotler, Philip
出版元 Pearson
刊行年月 c2014
版表示 15th ed
ページ数 xxii, 695 p.
大きさ 29 cm
ISBN 9780133084047
NCID BB12864642
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言語 英語
出版国 アメリカ合衆国