Marketing: an Introduction, Global Edition + MyLab Marketing with Pearson eText （16TH）

Armstrong, Gary/ Kotler, Philip

Pearson Education Limited（2025/10発売）

• 言語 ENG
• 商品コード 9781292485683

Contents

Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Understanding Consumer and Business Buyer Behavior
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
Developing New Products and Managing the Product Life Cycle
Pricing: Understanding and Capturing Customer Value
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics