Marketing: An Introduction (13 Ed.) | 誠品線上

Marketing: An Introduction (13 Ed.)

內容簡介

內容簡介 1.Guide Student’s Learning The Marketing Journey presents five major Customer Value and Engagement themes. The innovative customer value framework uses is a five-step marketing process model: (1)Creating value for customers in order to capture value from customers in return (2)Customer engagement and today’s digital and social media (3)Building and managing strong, value-creating brands (4)Measuring and managing return on marketing (5)Sustainable marketing around the globe 2.Encourage Students to Apply Concepts Marketing at Work highlights provide countless in-depth, real-life examples and stories from Netflix, Google, Amazon, Nike, Harley-Davidson, and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.

作者介紹

作者介紹 ■作者簡介Gary Armstrong現職：University of North CarolinaPhilip Kotler現職：NorthWestern UniversityMarc O. 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 Direct, Online, Social Media, and Mobile Marketing PART IV: EXTENDING MARKETING Ch15 The Global Marketplace Ch16 Sustainable Marketing: Social Responsibility and Ethics

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