Principles of Marketing, 8th Edition

Principles of Marketing, 8th Edition
PDF
  • eBook:
    Principles of Marketing, 8th Edition
  • Author:
    Phil T. Kotler, Gary Armstrong, Lloyd C. Harris, Prof Hongwei He
  • Edition:
    8 edition
  • Categories:
  • Data:
    November 7, 2019
  • ISBN:
    1292269561
  • ISBN-13:
    9781292269566
  • Language:
    English
  • Pages:
    704 pages
  • Format:
    PDF

Book Description
Principles of Marketing, helps students understand how to create value, build customer relationships and master key marketing challenges. The the 8th Edition has been thoroughly revised to reflect the major trends impacting contemporary marketing. Packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Content

Part 1 - Defining marketing and the 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 consumers
3. Analysing the marketing environment
4. Managing marketing information to gain customer insights
5. Consumer markets and buyer behaviour
6. Business markets and business buyer behaviour

Part 3 - Designing a customer value-driven strategy and mix
7. Customer-driven marketing strategy: creating value for target customers
8. Products, services and brands: building customer value
9. Developing new products and managing the product life cycle
10. Pricing: understanding and capturing customer value
11. Pricing strategies: additional considerations
12. Marketing channels: delivering customer value
13. Retailing and wholesaling
14. Engaging consumers and communicating customer value: integrated marketing communications strategy
15. Advertising and public relations
16. Personal selling and sales promotion
17. Direct, online, social media and mobile marketing

Part 4 - Extending marketing
18. Creating competitive advantage
19. The global marketplace
20. Social responsibility and ethics

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