Principles of marketing /
| 第一著者: | |
|---|---|
| その他の著者: | |
| フォーマット: | 図書 |
| 言語: | English |
| 出版事項: |
Boston :
Pearson,
2016
|
| 版: | Sixteenth edition. |
| 主題: | |
| Classic Catalogue: | View this record in Classic Catalogue |
目次:
- 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
- Consumer markets and buyer behavior
- Business markets and business buyer behavior
- Customer-driven marketing strategy : creating value for target customers
- Product, services, and brands : building customer value
- Developing new products and managing the product life cycle
- Pricing : understanding and capturing customer value
- Pricing strategies : additional considerations
- Marketing channels : delivering customer value
- Retailing and wholesaling
- Communicating customer value : integrated marketing communications
- Advertising and public relations
- Personal selling and sales promotion
- Direct, digital, mobile, and social media marketing
- Creating competitive advantage
- The global marketplace
- Sustainable marketing : social responsibility and ethics.