Principles of marketing /
Kotler, Philip,
Principles of marketing / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy. - Seventh European Edition. - Harlow,England Pearson Education Limited, c2017 - xxiv, 675 p. : ill., col. ,charts 28 cm
Revised edition of the authors' Principles of marketing.
Includes bibliographic references and index
Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2.
9781292092898
2016045017
Marketing.
HF5415 / .K636 2017
658.8
Principles of marketing / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy. - Seventh European Edition. - Harlow,England Pearson Education Limited, c2017 - xxiv, 675 p. : ill., col. ,charts 28 cm
Revised edition of the authors' Principles of marketing.
Includes bibliographic references and index
Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2.
9781292092898
2016045017
Marketing.
HF5415 / .K636 2017
658.8