(eBook PDF) Principles of Marketing European Edition 7th by Philip Kotler – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1292092890
- ISBN-13 : 978-1292092898
- Author: Philip Kotler (Author)
The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world.
Table contents:
Chapter 1: Marketing: creating customer value and engagement
Chapter 2: Company and marketing strategy: partnering to build customer engagement, value and relationships
Chapter 3 Analysing the marketing environment
Chapter 4 Managing marketing information to gain customer insights
Chapter 5 Consumer markets and buyer behaviour
Chapter 6 Business markets and business buyer behaviour
Chapter 7 Customer-driven marketing strategy:creating value for target customers
Chapter 8 Products, services and brands: building customer value
Chapter 9 Developing new products and managing the product life cycle
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 consumers and communicating customer value: integrated marketing communications strategy
Chapter 15 Advertising and public relations
Chapter 16 Personal selling and sales promotion
Chapter 17 Direct, online, social media and mobile marketing
Chapter 18 Creating competitive advantage
Chapter 19 The global marketplace
Chapter 20 Social responsibility and ethics
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