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Marketing : An Introduction by Philip Kotler and Gary Armstrong (2016, Instr…
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- 物品狀況
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- Subject
- Marketing / General
- ISBN
- 9780134149530
- Subject Area
- Business & Economics
- Publication Name
- Marketing : an Introduction
- Publisher
- Pearson Education
- Item Length
- 0.4 in
- Publication Year
- 2016
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.4 in
- Item Weight
- 44.4 Oz
- Item Width
- 0.4 in
- Number of Pages
- 672 Pages
關於產品
Product Identifiers
Publisher
Pearson Education
ISBN-10
013414953X
ISBN-13
9780134149530
eBay Product ID (ePID)
5038308325
Product Key Features
Number of Pages
672 Pages
Publication Name
Marketing : an Introduction
Language
English
Publication Year
2016
Subject
Marketing / General
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.4 in
Item Weight
44.4 Oz
Item Length
0.4 in
Item Width
0.4 in
Additional Product Features
Edition Number
13
Intended Audience
College Audience
LCCN
2015-044448
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
658.8
Table Of Content
Part 1: Defining Marketing and the Marketing Process 1. Marketing Creating Customer Value and Engagement 2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships Part 2: Understanding the Marketplace and Customer Value 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Understanding Consumer and Business Buyer Behavior Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix 6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers 7. Product, Services, and Brands Building Customer Value 8. Developing New Products and Managing the Product Life Cycle 9. Pricing Understanding and Capturing Customer Value 10. Marketing Channels Delivering Customer Value 11. Retailing and Wholesaling 12. Engaging Customers and Communicating Customer Value Advertising and Public Relations 13. Personal Selling and Sales Promotion 14. Direct, Online, Social Media, and Mobile Marketing Part 4: Extending Marketing 15. The Global Marketplace 16. Sustainable Marketing Social Responsibility and Ethics Appendix 1. Company Cases Appendix 2. Marketing Plan Appendix 3. Marketing by the Numbers Appendix 4. Careers in Marketing References Glossary Credits Index
Synopsis
For undergraduate courses on the Principles of Marketing. An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Also available with MyMarketingLabTM This title is also available with MyMarketingLab -- an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Students, if interested in purchasing this title with MyMarketingLab, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information., For undergraduate courses on the Principles of Marketing. An introduction to the world of marketing using a proven, practical, and engaging approach Marketing: An Introduction shows students how customer value--creating it and capturing it--drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Also Available with MyMarketingLabTM This title is also available with MyMarketingLab--an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for: 0134472497 / 9780134472492 Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package Package consists of: 013414953X / 9780134149530 Marketing: An Introduction 0134132351 / 9780134132358 MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction, Marketing: An Introduction shows readers how customer value--creating it and capturing it--drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving readers with a richer understanding of basic marketing concepts, strategies, and practices. KEY TOPICS: Marketing Creating Customer Value and Engagement; Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Customer Value-Driven Marketing Strategy Creating Value for Target Customers; Product, 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 Customers and Communicating Customer Value Advertising and Public Relations; Personal Selling and Sales Promotion; Direct, Online, Social Media, and Mobile Marketing ; The Global Marketplace; Sustainable Marketing Social Responsibility and Ethics MARKET: For those interested in learning more about the fundamentals of marketing.
LC Classification Number
HF5415
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