Marketing : an introduction / Gary Armstrong, Philip Kotler ; with Marc O. Opresnik.
Material type: TextPublisher: Harlow : Pearson, [2016]Copyright date: c2017Edition: Thirteenth edition, global editionDescription: 669 pages : illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781292146508; 1292146508; 9780134149530; 013414953X; 9781292146614; 1292146613Subject(s): Marketing | MarketingItem type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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書 | 世新大學圖書館 三樓西文圖書區 | 圖書 | 658.8 Ar 2017 (Browse shelf) | Available | E134796 |
Includes bibliographical references and index.
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.
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