Principles of marketing
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Boston [etc.] :
Pearson
cop. 2016
|
| Edición: | 16th ed., global ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991007198309708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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. Consumer Markets and Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3. Designing a Customer Value-Driven Marketing Strategy and Mix 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers 8. Product, Services, and Brands: Building Customer Value 9. Developing New Products and Managing the Product Life Cycle 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Communicating Customer Value: Integrated Marketing Communications 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Digital, Mobile, and Social Media Marketing Part 4. Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics APPENDIXES 1. Marketing Plan 2. Marketing by the Numbers 3. Marketing Careers References Glossary Index
