Principles of marketing. (2019)

• Record Type: Book
• Authors: Kotler, Philip; Armstrong, Gary (Gary M.); Harris, Lloyd C; (College teacher), He, Hongwei
• Contents: Preface About the authors Acknowledgements Ch1: Marketing: creating customer value and engagement Ch2: Company and marketing strategy: partnering to build customer engagement, value and relationships Ch3 Analysing the marketing environment Ch4 Managing marketing information to gain customer insights Ch5 Consumer markets and buyer behaviour Ch6 Business markets and business buyer behaviour Ch7 Customer-driven marketing strategy:creating value for target customers Ch8 Products, services and brands: building customer value Ch9 Developing new products and managing the product life cycle Ch10 Pricing: understanding and capturing customer value Ch11 Pricing strategies: additional considerations Ch12 Marketing channels: delivering customer value Ch13 Retailing and wholesaling Ch14 Engaging consumers and communicating customer value: integrated marketing communications strategy Ch15 Advertising and public relations Ch16 Personal selling and sales promotion Ch17 Direct, online, social media and mobile marketing Ch18 Creating competitive advantage Ch19 The global marketplace Ch20 Social responsibility and ethics Appendix 1: Marketing plan Appendix 2: Marketing by numbers GlossaryIndex.
• Edition: Eighth European edition
• Publisher Details: United Kingdom : Pearson Higher Education
• Publication Date: 2019
• Copyright Date: 2020
• Extent: 1 online resource
• Subjects: 658.8; Marketing
• Languages: English
• ISBNs: 9781292269610; 1292269618
• Related ISBNs: 9781292269566
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.