عنوان

Marketing :

(Number (ISBN

013414953X

(Number (ISBN

9780134149530

Title Proper

Marketing :

General Material Designation

[Book]

Other Title Information

an introduction /

First Statement of Responsibility

Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.

Edition Statement

Thirteenth edition.

Place of Publication, Distribution, etc.

Boston :

Name of Publisher, Distributor, etc.

Pearson,

Date of Publication, Distribution, etc.

[2017]

Specific Material Designation and Extent of Item

xxviii, 642 ;

Dimensions

28 cm

Text of Note

Revised edition of the authors' Marketing, 2015.

Text of Note

Includes bibliographical references (pages 601-621) and indexes.

Text of Note

Defining marketing and the marketing process: Marketing : creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and customer value: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value-driven strategy and mix: Customer value-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- Developing new products and managing the product life cycle -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing: The global marketplace -- Sustainable marketing : social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index.

0

Marketing.

85.40 marketing.

Beziehungsmarketing

Marketing

Marketing.

Marketingtheorie

Number

Edition

Class number

Book number

Armstrong, Gary, (Gary M.)

Kotler, Philip

Date of Transaction

20200822085706.0

Cataloguing Rules (Descriptive Conventions))

rda

Electronic name

[Book]

Y