|Title:||Marketing. An introduction. : an introduction /|
|Authors:||Gary Armstrong ; Philip Kotler|
|Edition statement:||11th ed., Global ed.|
|Publisher:||Boston : Pearson, 2013|
|ISBN (or other code):||978-0-273-76718-3|
|Size:||ca. 650 p. in various pagings. / col. ill. / 28 cm|
|General note:||Previous ed.: Boston, Mass.; London: Pearson, 2011.|
|Class number:||121.55 (Gestion du marketing)|
[Management] MARKETING MANAGEMENT
Todays marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer valuecreating it and capturing itdrives every effective marketing strategy.
Highlight an Exciting Marketing TrendConsumer-generated Marketing. Increasingly, marketing is becoming a two-way conversation between consumers and brands. This text contains material on the exciting trend toward consumer-generated marketing, where marketers invite consumers to play a more active role in:
Providing customer insights (Chapter 4)
Shaping new products (Chapter 8)
Developing or passing along brand messages (Chapter 12)
Interacting in customer communities (Chapters 5, 12, and 14)
New coverage on the shifting customer/marketing relationship. Revised coverage of the rapidly changing nature of customer relationships with companies and brands is featured throughout this edition. Todays marketers are creating deep consumer involvement and a sense of customer community surrounding their brandsmaking brands a meaningful part of consumers conversations and lives. Examples of this new coverage include:
Chapter 1 contains a section on the changing nature of customer relationships.
Chapter 4 shows the qualitative approaches to gaining deeper customer insights.
Chapter 5 explains managing online influence and marketing through social networks.
Chapter 8 offers customer-driven new product development and co-creation.
Chapter 12 highlights the shift towardmore personalized, interactive communications.
Chapter 14 discusses online social networks, customer communities, and interactive digital media.
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