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Principles of marketing

Author: Philip Kotler; Gary M Armstrong; Lloyd C Harris
Publisher: New York Pearson [2017]
Edition/Format:   Print book : English : Seventh European editionView all editions and formats
Summary:
Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer  Read more...
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Document Type: Book
All Authors / Contributors: Philip Kotler; Gary M Armstrong; Lloyd C Harris
ISBN: 9781292092898 1292092890 9781292115252 1292115254 9781292170664 1292170662
OCLC Number: 965814372
Notes: Revised edition of the authors' Principles of marketing
Description: Seiten cm
Contents: Chapter 1 - Creating Customer Value and EngagementChapter 2 - Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and RelationshipsChapter 3 - Analyzing the Marketing EnvironmentChapter 4 - Managing Marketing Information to Gain Customer InsightsChapter 5 - Consumer Markets and Buyer BehaviourChapter 6 - Business Markets and Business Buyer BehaviorChapter 7 - Customer-Driven Marketing Strategy: Creating Value for Target CustomersChapter 8 - Products, Services, and Brands: Building Customer ValueChapter 9 - New Product Development and Product Life-Cycle StrategiesChapter 10 - Understanding and Capturing Customer ValueChapter 11 - Pricing Strategies Chapter 12 - Marketing Channels: Delivering Customer ValueChapter 13 - Retailing and WholesalingChapter 14 - Engaging Customers and Communicating Customer Value Integrated Marketing Communications StrategyChapter 15 - Advertising and Public Relations Chapter 16 - Personal Selling and Sales PromotionChapter 17 - Direct, Online, Social Media, and Mobile MarketingChapter 18 - Creating Competitive AdvantageChapter 19 - The Global MarketplaceChapter 20 - Social Responsibility and EthicsAppendix 1Appendix 2
Responsibility: Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy

Abstract:

Revised edition of the authors' Principles of marketing.  Read more...

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