| Description |
xxviii, 642 ; 28 cm |
|
text rdacontent |
|
unmediated rdamedia |
|
volume rdacarrier |
| Note |
Revised edition of the authors' Marketing, 2015. |
| Bibliography |
Includes bibliographical references (pages 601-621) and indexes. |
| Contents |
Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value/driven strategy and mix -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing -- The global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index. |
| Subject |
Marketing.
|
| Added Author |
Kotler, Philip, author.
|
| ISBN |
013414953X |
|
9780134149530 |
| OCLC # |
933272718 |
|
