(eBook PDF) Principles of Marketing 16th Edition by Philip T. Kotler – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0133795020
- ISBN-13 : 978-0133795028
- Author: Philip Kotler
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.
Table contents:
PART 1: Defining Marketing and the Marketing
Chapter 1: Marketing: Creating Customer Value and Engagement
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Rela
Company-Wide Strategic Planning: Defining Marketing’s Role
PART 2: Understanding the Marketplace and Customer Value
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information: to Gain Customer
Chapter 5: Consumer Markets and Buyer Behavior
Chapter 6: Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
Chapter 7: Customer-Driven Marketing Strategy: Creating Value
Chapter 8: Products, Services, and Brands: Building Customer
Chapter 9: New Product Development: and Product Life-Cycle Str
Chapter 10: Pricing: Understanding and Capturing Customer Value
Chapter 11: Pricing Strategies: Additional Considerations
Chapter 12: Marketing Channels: Delivering Customer Value
Chapter 13: Retailing and Wholesaling
Chapter 14: Engaging Customers and Communicating Customer V
Chapter 15: Advertising and Public Relations
Chapter 16: Personal Selling and Sales Promotion
Chapter 17: Direct, Online, Social Media,and Mobile Marketing
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