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Titre :
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Marketing : An Introduction
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Auteurs :
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Armstrong Gary, Auteur ;
Philip Kotler, Auteur
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Type de document :
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texte imprimé
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Editeur :
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Boston : Pearson, 2011
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ISBN/ISSN/EAN :
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978-0-13-509486-0
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Format :
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644 p. / ill, ... en coleur / 27,5/21,5
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Note générale :
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About the Authors; Brief Contents; Contents; Preface; Acknowledgements; Appendix 1; Appendix 2; References; Glossary; Credits; Indexes.
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Langues:
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Anglais
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Index. décimale :
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332. Economie Financière
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Catégories :
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4 Sciences sociales et humaines
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Mots-clés:
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Marketing
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production
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customers
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Online Managing
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Communications
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Public Relations
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Social responsibility
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Ethics
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Marketplace
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Sales Promotion
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Résumé :
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This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include: - New! International Opening Cases: Introducing theory to the student by making it relevant to the local context. - New! Marketing by Numbers: Helps students understand the numbers behind marketing and reveals how much math is truly involved. - Updated! Marketing at Work: Two features per chapter show student what real companies are doing. - More! Middle Eastern and Asian in-depth applications help students in these regions relate better to the marketing concepts.
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Note de contenu :
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1. Marketing: Creating and Capturing Customer Value (30-63); 2. Company and Marketing Strategy: Partnering to Build Customer Relationships (64-91); 3. Analyzing the Marketing Environment (92-125); 4. Managing Marketing Information to Gain Customer Insights (126-161); 5. Understanding Consumer and Business Buyer Behavior (162-199); 6. Customer-Driven Marketing Strategy: Creating Value for Target Customers (200-233); 7. Products, Services, and Brands: Building Customer Value (234-269); 8. Developing New Products and Managing the Product Life-Cycle (270-299); 9. Pricing: Understanding and Capturing Customer Value (300-335); 10. Marketing Channels: Delivering Customer Value (336-369); 11. Retailing and Wholesaling (370-401); 12. Communicating Customer Value: Advertising and Public Relations (402-437); 13. Personal Selling and Sales Promotion (438-468); 14. Direct and Online Marketing: Building Direct Customer Relationships (470-505); 15. The Global Marketplace (506-534); 16. Sustainable Marketing: Social Responsibility and Ethics (536-570).
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En ligne :
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www.pearsonglobaleditions.com
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