Principles of marketing

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Principles of marketing / Philip Kotler, Gary Armstrong, Lloyd C Harris, Hongwei He - 8th europen edition - Harlow : Pearson Education Limited, 2020. - 689 stron : ilustracje ; 28 cm.

Author

Kotler Philip (1931- ) Autor Armstrong Gary Autor Harris Lloyd C. Autor He Hongwei Autor

Form of Work

Książki

Subject

Marketing Marketing strategiczny

Genre/Form

Podręcznik

Domain

Zarządzanie i marketing

zob. w.bibliotece.pl

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There are copies available to loan: sygn. 339.138 (2 egz.)

Notes:

Formatted contents note

Preface; About the authors; Acknowledgements; 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 consumers 3. Analysing the marketing environment 4. Managing marketing information to gain customer insights 5. Consumer markets and buyer behaviour 6. Business markets and business buyer behaviour Part 3. Designing a customer value-driven strategy and mix 7. Customer-driven marketing strategy: creating value for target customers 8. Products, services and brands: building customer value 9 Developing new products and managing the product life cycle 10. Pricing: understanding and capturing customer value 11. Pricing strategies: additional considerations 12. Marketing channels: delivering customer value 13. Retailing and wholesaling 14. Engaging consumers and communicating customer value: integrated marketing communications strategy 15. Advertising and public relations 16. Personal selling and sales promotion 17. Direct, online, social media and mobile marketing Part 4. Extending marketing 18. Creating competitive advantage 19. The global marketplace 20. Social responsibility and ethics Appendix 1: Marketing plan Appendix 2: Marketing by numbers; Glossary; Index.