| Titre : | Principles of marketing |
| Auteurs : | Philip Kotler, Auteur ; Gary Armstrong, Auteur |
| Type de document : | ouvrage |
| Mention d'édition : | 14th edition. Global edition |
| Editeur : | Pearson, 2012 |
| ISBN/ISSN/EAN : | 978-0-273-75243-1 |
| Format : | ([V]136 p.) / 28 cm |
| Note générale : |
For undergraduates studying Principles of Marketing courses. Principles of Marketing: An Asian Perspective provides a comprehensive coverage on topics of Marketing set in an Asian context. Learning is made more engaging for students and teaching more convenient for instructors. |
| Langues: | Anglais |
| Index. décimale : | 121.55 (Gestion du marketing) |
| Sujets : |
[Management] ETUDE DE MARCHE > CONSOMMATEUR > COMPORTEMENT DU CONSOMMATEUR [Management] GESTION DE LA PRODUCTION > BUREAU D'ETUDES > ETUDE DE PRODUIT > PRODUIT NOUVEAU [Management] GESTION DU MARKETING [Management] GESTION DU MARKETING > MARKETING STRATEGIQUE |
| Note de contenu : |
PART 1 : DEFINING MARKETING AND THE MARKETING PROCESS Chap 1 : Marketing: Creating and Capturing Customer Value Chap 2 : Compagny and Marketing Strategy : Partnering to Build Customer Relationships PART 2 : UNDERSTANDING THE MARKETPLACE AND CONSUMERS Chap 3 : Analyzing the Marketing Environment Chap 4 : Managing Marketing Indormation to Gain Customer Insights Chap 5 : Consumer Markets and Consumer Buyer Behaviour Chap 6 : Business Markets and Business Buyer Behaviour PART 3: DESIGNING A CUSTUMER-DRIVEN STRATEGY AND MIX Chap 7 : Costumer-Driven Marketing Strategy : Creating Value for Target Custoers Chap 8 : Products, Services, and Brands: Building Customer Value Chap 9 : New Product Development and Product Life-Cycle Strategies Chap 10 : Pricing: Understanding and Capturing Customer Value Chap 11 : Pricing Strategies Chap 12 : Marketing Channels Chap 13 : Retailing and Wholesaling Chap 14 : Communicating Customer Value : Integrated Marketing Communications Strategy Chap 15 : Advertising and Public Relations Chap 16 : Personal Seilling and Sales Promotion Chap 17 : Direct and Online Marketing : Building Direct customer Relationships PART 4 : EXTENDING MARKETING Chap 18 : Creating Competitive Advantage Chap 19 : The Global Marketplace Chap 20 : Sustainable Marketing : Social Responsibility and Ethics |
Exemplaires (2)
| Code-barres | Cote | Support | Localisation | Section | Disponibilité |
|---|---|---|---|---|---|
| 00161000330423 | 121.55 KOT | Ouvrage | XL Library Tours | Marketing | Disponible |
| 00161000330415 | 121.55 KOT | Ouvrage | XL Library Tours | Marketing | Disponible |
