Marketing: an Introduction + MyLab Marketing with Pearson eText, Global Edition （14TH）

Armstrong, Gary/ Kotler, Philip/ Opresnik, Marc

Pearson Education Limited（2019/08発売）

• 言語 ENG
• 商品コード 9781292294995
• DDC分類 658.8

Contents

PART 1: DEFINING MARKETING AND MARKETING PROCESS

1. Marketing: Creating Customer Value and Engagement

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

 

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Understanding Consumer and Business Buyer Behavior

 

PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX

6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

7. Products, Services, and Brands: Building Customer Value

8. Developing New Products and Managing the Product Life Cycle

9. Pricing: Understanding and Capturing Customer Value

10. Marketing Channels: Delivering Customer Value

11. Retailing and Wholesaling

12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

13. Personal Selling and Sales Promotion

14. Direct, Online, Social Media, and Mobile Marketing

 

PART 4: EXTENDING MARKETING

15. The Global Marketplace

16. Sustainable Marketing: Social Responsibility and Ethics

 

Appendix 1: Company Cases

Appendix 2: Marketing Plan

Appendix 3: Marketing by the Numbers

Appendix 4: Careers in Marketing