Marketing: An Introduction (Global 15 Ed.) | 誠品線上

Marketing: An Introduction (Global 15 Ed.)

作者 Gary Armstrong/ Philip Kotler/ Marc Oliver Opresnik
出版社 華泰文化事業股份有限公司
商品描述 Marketing: An Introduction (Global 15 Ed.):,Marketing:AnIntroductionshowsyouhowcreatingandcapturingcustomervaluedriveseffectivemarketingstrategies.Thetextrefl

內容簡介

內容簡介 Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices. The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.

作者介紹

作者介紹 Gary Armstrong現職:University of North CarolinaPhilip Kotler現職:NorthWestern UniversityMarc Oliver Opresnik現職:St. Gallen Management Institute

產品目錄

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

商品規格

書名 / Marketing: An Introduction (Global 15 Ed.)
作者 / Gary Armstrong Philip Kotler Marc Oliver Opresnik
簡介 / Marketing: An Introduction (Global 15 Ed.):,Marketing:AnIntroductionshowsyouhowcreatingandcapturingcustomervaluedriveseffectivemarketingstrategies.Thetextrefl
出版社 / 華泰文化事業股份有限公司
ISBN13 / 9781292433103
ISBN10 / 1292433108
EAN / 9781292433103
誠品26碼 / 2682286337001
頁數 / 701
注音版 /
裝訂 / P:平裝
語言 / 3:英文
尺寸 / 27.6X21.6X2.2CM
級別 / N:無

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