Principles of marketing / Philip Kotler, Northwestern University, Gary Armstrong, University of North Carolina.

By: Kotler, Philip [author.]Contributor(s): Armstrong, Gary (Gary M.) [author.]Material type: TextTextPublisher: Boston : Pearson, [2016]©2016 Edition: Sixteenth edition, global editionDescription: 731 pages : illustrations (color) ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781292092485 (paperback)Subject(s): MarketingLOC classification: HF5415 .K68 2016
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 -- 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.
Summary: Help students learn how to create customer value and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. - See more at: https://catalogue.pearsoned.co.uk/educator/product/Principles-of- Marketing-Global-Edition/9781292092485.page#sthash.85v7fZxv.dpuf
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books MEF Üniversitesi Kütüphanesi
Genel Koleksiyon HF 5415 .K68 2016 (Browse shelf (Opens below)) Available 0005353
Books MEF Üniversitesi Kütüphanesi
Genel Koleksiyon HF 5415 .K68 2016 (Browse shelf (Opens below)) c.2 Available 0005354
Books MEF Üniversitesi Kütüphanesi
Genel Koleksiyon HF 5415 .K68 2016 (Browse shelf (Opens below)) c.3 Available 0005355

Includes bibliographical references and index.

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.

Help students learn how to create customer value and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. - See more at: https://catalogue.pearsoned.co.uk/educator/product/Principles-of- Marketing-Global-Edition/9781292092485.page#sthash.85v7fZxv.dpuf