Marketing: An Introduction(GE)(15版) epub pdf txt mobi 電子書下載 2024

圖書介紹

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著者 Gary Armstrong

齣版者華泰文化

翻譯者

齣版日期出版日期：2022/07/13

語言語言：英文

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發錶於2024-09-28

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圖書描述

　　Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

　　The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.

著者信息

作者簡介

Gary Armstrong

　　現職：University of North Carolina

Philip Kotler

　　現職：NorthWestern University

Marc Oliver Opresnik

　　現職：St. Gallen Management Institute

Marketing: An Introduction(GE)(15版) epub pdf txt mobi 電子書下載

圖書目錄

PART I: DEFINING MARKETING AND THE MARKETING PROCESS
Ch 1 Marketing: Creating Customer Value and Engagement
Ch 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
Ch 3 Analyzing the Marketing Environment
Ch 4 Managing Marketing Information to Gain Customer Insights
Ch 5 Understanding Consumer and Business Buyer Behavior

PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
Ch 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Ch 7 Product, Services, and Brands: Building Customer Value
Ch 8 Developing New Products and Managing the Product Life Cycle
Ch 9 Pricing: Understanding and Capturing Customer Value
Ch10 Marketing Channels: Delivering Customer Value
Ch11 Retailing and Wholesaling
Ch12 Engaging Customers and Communicating Customer Value: Advertising and Public Relations
Ch13 Personal Selling and Sales Promotion
Ch14 Digital Marketing

PART IV: EXTENDING MARKETING
Ch15 The Global Marketplace
Ch16 Sustainable Marketing: Social Responsibility and Ethics