Text

Principles of Marketing

---

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 Relationship

Part 2 Understanding the Marketplace and Customer Value
3 Analyzing the Marketing Environment
4 Managing Marketing Information to Gain Customer Insights
5 Consumer Markets and Buyer Behavior
6 Business Markets and Business Buyer Behavior

Part 3 Designing a Customer Value-Driven Strategy and Mix
7 Customer-Driven Marketing Strategy: Creating Values for Target Customers
8 Products, Services, and Brands: Building Customer Value
9 New Product Development and Product Life-Cycle Strategies
10 Pricing: Understanding and Capturing Customer Value
11 Pricing Strategies: Additional Considerations
12 Marketing Channels: Delivering Customer Value
13 Retailing and Wholesaling
14 Engaging Customers and Communicating Customer Value
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

---

Availability

5555129503

658.8001 KOT p

Pusat (Sirkulasi)

Available

Detail Information

Series Title

-

Call Number

658.8001 KOT p

Publisher

Essex : Pearson Education Limited., 2016

Collation

731p., Illust., Index. 21.5 x 27.5 cm

Language

English

ISBN/ISSN

978-1-292-09248-5

Classification

658.8001

Content Type

text

Media Type

-

Carrier Type

-

Edition

16

Subject(s)

MARKETING

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment