Principles of Marketing
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品牌: 菲利普•科特勒 (Philip Kotler)加里•阿姆斯特朗 (Gary Armstrong)
基本信息出版社:Pearson Education (US); Global ed of 13th revised ed (2009年10月30日)外文书名:市场营销原理平装:744页正文语种:英语ISBN:0137006691条形码:9780137006694商品尺寸:27 x 21.6 x 3.2 cm商品重量:1.5 KgASIN:0137006691商品描述内容简介For undergraduate Principles of Marketing courses This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers. Kotler/Armstrong is a comprehensive, classic principles text organized around an innovative customer-value framework. Students learn how to create customer value, target the correct market, and build customer relationships. The changing nature of consumer expectations means that marketers must learn how to build communities in addition to brand loyalty. The thirteenth edition of Kotler/Armstrong has been fully updated and redesigned to make the book easier to use. Chapters also now contain opening vignettes and accompanying outlines to help students study.
MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。目录Part 1--Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2--Understanding the Marketplace and Consumers 3. The Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Consumer Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3--Designing a Customer-Driven Marketing Strategy and Marketing Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Product, Services, and Brands: Building Customer Value 9. New-Product Development and Life-Cycle Strategies 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct and Online Marketing: Building Direct Customer Relationships Part 4--Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Marketing Ethics and Social Responsibility APPENDIXES 1. Marketing Plan 2. Marketing by the Numbers 3. Careers in Marketing Glossary, Company Index, Subject Index
