Ebook Marketing an Introduction 12e by Kotler, Armstrong


Marketing: An Introduction
12th Edition
Gary Armstrong - Philip Kotler
©2015 | Pe*rson Edu*ation / Pr*ntice Hall
PDF 188.55 MB

Table of Content:
Part 1: Defining Marketing and the Marketing Process
1. Marketing Creating Customer Value and Engagement
2. Company and Marketing Strategy  Partnering to Build Customer Engagement, Value, and
Relationships
Part 2: Understanding the Marketplace and Customer Value
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix
6. Customer Value-Driven Marketing Strategy  Creating Value for Target Customers
7. Product, Services, and Brands  Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing  Understanding and Capturing Customer Value
10. Marketing Channels  Delivering Customer Value
11. Retailing and Wholesaling
12. Engaging Customers and Communicating Customer Value Advertising and Public
Relations
13. Personal Selling and Sales Promotion
14. Direct, Online, Social Media, and Mobile Marketing
Part 4: Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing Social Responsibility and Ethics



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