Ebook Principles of Marketing 7th European Edition by Kotler, Armstrong, Harris, Piercy


Principles of Marketing
7th European Edition
Author(s) : Philip Kotler • Gary Armstrong • Lloyd C. Harris • Nigel Piercy
Copyright © 2017
Publisher : Pe*rson Educ*tion / Pr*ntice Hall
PDF41.64 MB

Table of contents
Part 1 Defining marketing and the marketing process 1
Chapter 1 Marketing: creating customer value and engagement 2
Chapter 2 Company and marketing strategy: partnering to build customer engagement, value and relationships 36

Part 2 Understanding the marketplace and consumers 65
Chapter 3 Analysing the marketing environment 66
Chapter 4 Managing marketing information to gain customer insights 102
Chapter 5 Consumer markets and buyer behaviour 136
Chapter 6 Business markets and business buyer behaviour 168

Part 3 Designing a customer value-driven strategy and mix 189
Chapter 7 Customer-driven marketing strategy: creating value for target customers 190
Chapter 8 Products, services and brands: building customer value 224
Chapter 9 New product development and product life-cycle strategies 260
Chapter 10 Pricing: Understanding and capturing customer value 290
Chapter 11 Pricing strategies: additional considerations 312
Chapter 12 Marketing channels: delivering customer value 338
Chapter 13 Retailing and wholesaling 372
Chapter 14 Engaging customers and communicating customer value: integrated marketing communications strategy 406
Chapter 15 Advertising and public relations 434
Chapter 16 Personal selling and sales promotion 464
Chapter 17 Direct, online, social media and mobile marketing 500

Part 4 Extending marketing 533
Chapter 18 Creating competitive advantage 534
Chapter 19 The global marketplace 560
Chapter 20 Social responsibility and ethics 590

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