Marketing： An Introduction (GE) 13／e pdf epub mobi txt 电子书下载 2024

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著者

出版者出版社：华泰文化订阅出版社新书快讯新功能介绍

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出版日期出版日期：2016/06/08

语言语言：英文

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发表于2024-11-17

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图书描述

　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.

著者信息

作者简介

Gary Armstrong

　　现职：University of North Carolina

Philip Kotler

　　现职：NorthWestern University

Marc O. Opresnik

　　现职：St. Gallen Management Institute

Marketing： An Introduction (GE) 13／e pdf epub mobi txt 电子书下载

图书目录

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