Principles of Marketing - 16th Edition | Pearson

PART 1: Defining Marketing and the Marketing Process
01. Marketing: Creating Customer Value and Engagement
02. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: Understanding the Marketplace and Customer Value
03. Analyzing the Marketing Environment
04. Managing Marketing Information to Gain Customer Insights
05. Consumer Markets and Buyer Behavior
06. Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
07. Customer-Driven Marketing Strategy: Creating Value for Target Customers
08. Products, Services, and Brands: Building Customer Value
09. New Product Development and Product Life-Cycle Strategies
10. Pricing Understanding and Capturing Customer Value
11. Pricing Strategies Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Engaging Customers and Communicating Customer Value
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.

Título: Principles of Marketing
Autor: Philip Kotler, Gary Armstrong
Edición: 16
Año: 2016
Editorial: Pearson
Páginas: 734
Idioma: Inglés
Tamaño del archivo: 22,8 MB.

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