Principles of Marketing, Global Edition Authors: Dr. Philip T. Kotler ISBN-10: 1292220171 ISBN-13: 9781292220178 Edition: 17th edition Released: 2017-07-13 Paperback: 736 pages Book Description For Principles of Marketing courses that require a comprehensive text. Help students learn how to create value through customer connections and engagementIn a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts. Table of Contents Part 1: Defining Marketing and the Marketing Process Chapter Chapter 1 Marketing: Creating Customer Value And Engagement Chapter Chapter 2 Company And Marketing Strategy: Partnering To Build Customer Engagement, Value, And Relationships Part 2: Understanding the Marketplace and Consumer Value Chapter Chapter 3 Analyzing The Marketing Environment Chapter Chapter 4 Managing Marketing Information: To Gain Customer Insights Chapter Chapter 5 Consumer Markets And Buyer Behavior Chapter Chapter 6 Consumer Markets And Buyer Behavior PART 3: Designing a Customer Value–Driven Strategy and Mix Chapter Chapter 7 Customer Value–Driven Marketing Strategy: Creating Value For Target Customers Chapter Chapter 8 Products, Services, And Brands: Building Customer Value Chapter Chapter 9 Developing New Productsand Managing The Product Life Cycle Chapter Chapter 10 Understanding And Capturing Customer Value Chapter Chapter 11 Pricing Strategies: : Additional Considerations Chapter Chapter 12 Marketing Channels: Delivering Customer Value Chapter Chapter 13 Retailing And Wholesaling Chapter Chapter 14 Engaging Consumers And Communicating Customer Value: Integrated Marketing Communication Strategy Chapter Chapter 15 Advertising And Public Relations Chapter Chapter 16 Personal Selling And Sales Promotion Chapter 17 Direct, Online, Social Media,And Mobile Marketing PART 4: Extending Marketing Chapter Chapter 18 Creating Competitive Advantage Chapter Chapter 19 The Global Marketplace Chapter Chapter 20 Sustainable Marketing: Social Responsibility And Ethics Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers Appendix 3: Careers in Marketing Sample PDF－Pearson Principles of Marketing Global Edition 17th Edition 1292220171.pdf 代发服务PDF电子书10元立即求助 1111 未经允许不得转载：电子书百科大全 » Principles of Marketing, Global Edition, 17th Edition
