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Marketing: An Introduction (GE)(14版)

Marketing: An Introduction (GE)(14版)

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內容簡介

  Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.
 

作者介紹

作者簡介

Gary Armstrong


  現職:University of North Carolina

Philip Kotler

  現職:NorthWestern University

Marc Oliver Opresnik

  現職:St. Gallen Management Institute
 

目錄

PART I: DEFINING MARKETING AND THE MARKETING PROCESS
Ch 1 Marketing: Creating Customer Value and Engagement
Ch 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
Ch 3 Analyzing the Marketing Environment
Ch 4 Managing Marketing Information to Gain Customer Insights
Ch 5 Understanding Consumer and Business Buyer Behavior

PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
Ch 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Ch 7 Product, Services, and Brands: Building Customer Value
Ch 8 Developing New Products and Managing the Product Life Cycle
Ch 9 Pricing: Understanding and Capturing Customer Value
Ch10 Marketing Channels: Delivering Customer Value
Ch11 Retailing and Wholesaling
Ch12 Engaging Customers and Communicating Customer Value:  Advertising and Public Relations 
Ch13 Personal Selling and Sales Promotion
Ch14 Direct, Online, Social Media, and Mobile Marketing

PART IV: EXTENDING MARKETING
Ch15 The Global Marketplace
Ch16 Sustainable Marketing: Social Responsibility and Ethics
 

詳細資料

  • ISBN:9781292294865
  • 規格:平裝 / 676頁 / 21.6 x 27.7 x 2.2 cm / 普通級 / 全彩印刷 / 14版
  • 出版地:台灣

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