Marketing: An Introduction, Global Edition

Höfundar: Gary Armstrong; Philip Kotler (Útgáfa: 16)
Marketing: An Introduction, Global Edition

Kaup valmöguleikar

Fyrir grunnnámskeið í markaðsfræði. Hagnýt kynning á markaðsstarfi á stafrænni öld. Marketing: An Introduction sýnir hvernig árangursríkt markaðsstarf skapar og fangar virði fyrir viðskiptavininn og setur fram líkan, skref fyrir skref, um hvernig sambandi við viðskiptavini er komið á. Höfundarnir fara yfir þá strauma sem móta markaðsstarf samtímans og skapa þannig samhengið sem þarf til að grunnhugtök, stefna og starfshættir markaðsfræðinnar festist í minni.

Nánar um bókina

Útgefandi
Pearson International Content
ISBN
9781292485720
Print ISBN
9781292753508
Format
ePub
Útgáfa
16
Höfundar
Gary Armstrong; Philip Kotler
Tungumál
English
Útgefið
2025-07-25
Prent takmörkun á líftíma
100
Prent takmörkun
2
Afritunar takmörkun
2

Kaflar

  • Cover
  • Cover
  • Front Matter
  • Title Page
  • Copyright
  • Dedication
  • Preface
  • About the Authors
  • List of Interactive Media Content
  • 1: Marketing: Creating Customer Value and Engagement (PART 1: Defining Marketing and the Marketing Process (Chapters 1–2))
  • Introduction: Marketing: Creating Customer Value and Engagement
  • 1.1: What Is Marketing?
  • 1.2: Understanding the Marketplace and Customer Needs
  • 1.3: Designing a Customer Value–Driven Marketing Strategy and Plan
  • 1.4: Managing Customer Relationships and Capturing Customer Value
  • 1.5: The Changing Marketing Landscape
  • Ch. 1: Reviewing and Extending the Concepts
  • 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  • Introduction: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  • 2.1: Company-Wide Strategic Planning: Defining Marketing's Role
  • 2.2: Designing the Business Portfolio
  • 2.3: Planning Marketing: Partnering to Build Customer Relationships
  • 2.4: Marketing Strategy and the Marketing Mix
  • 2.5: Managing the Marketing Effort and Marketing Return on Investment
  • Ch. 2: Reviewing and Extending the Concepts
  • 3: Analyzing the Marketing Environment (PART 2: Understanding the Marketplace and Consumer Value (Chapters 3–5))
  • Introduction: Analyzing the Marketing Environment
  • 3.1: The Microenvironment and Macroenvironment
  • 3.2: The Demographic and Economic Environments
  • 3.3: The Natural and Technological Environments
  • 3.4: The Political–Social and Cultural Environments
  • 3.5: Responding to the Marketing Environment
  • Ch. 3: Reviewing and Extending the Concepts
  • 4: Managing Marketing Information to Gain Customer Insights
  • Introduction: Managing Marketing Information to Gain Customer Insights
  • 4.1: Marketing Information and Customer Insights
  • 4.2: Assessing Information Needs and Developing Data
  • 4.3: Marketing Research
  • 4.4: Analyzing and Using Marketing Information
  • 4.5: Public Policy and Ethics in Marketing Research
  • Ch. 4: Reviewing and Extending the Concepts
  • 5: Understanding Consumer and Business Buyer Behavior
  • Introduction: Understanding Consumer and Business Buyer Behavior
  • 5.1: Consumer Markets and Buyer Behavior
  • 5.2: The Buyer Decision Process
  • 5.3: The Buyer Decision Process for New Products
  • 5.4: Business Markets and Business Buyer Behavior
  • 5.5: The Business Buyer Decision Process
  • 5.6: Engaging Business Buyers with Digital Marketing, Social Marketing, and AI Technologies
  • Ch. 5: Reviewing and Extending the Concepts
  • 6: Customer Value–Driven Marketing Strategy: Creating Value for Target Customers (PART 3: Designing a Customer Value–Driven Strategy and Mix (Chapters 6–14))
  • Introduction: Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
  • 6.1: Marketing Strategy
  • 6.2: Market Segmentation
  • 6.3: Market Targeting
  • 6.4: Differentiation and Positioning
  • Ch. 6: Reviewing and Extending the Concepts
  • 7: Products, Services, and Brands: Building Customer Value
  • Introduction: Products, Services, and Brands: Building Customer Value
  • 7.1: What Is a Product?
  • 7.2: Product and Service Decisions
  • 7.3: Services Marketing
  • 7.4: Branding Strategy: Building Strong Brands
  • Ch. 7: Reviewing and Extending the Concepts
  • 8: Developing New Products and Managing the Product Life Cycle
  • Introduction: Developing New Products and Managing the Product Life Cycle
  • 8.1: New Product Development Strategy
  • 8.2: The New Product Development Process
  • 8.3: Product Life-Cycle Strategies
  • 8.4: Product Decisions and Social Responsibility
  • Ch. 8: Reviewing and Extending the Concepts
  • 9: Pricing: Understanding and Capturing Customer Value
  • Introduction: Pricing: Understanding and Capturing Customer Value
  • 9.1: Major Pricing Strategies
  • 9.2: Other Internal and External Considerations Affecting Price Decisions
  • 9.3: New Product Pricing Strategies
  • 9.4: Product Mix Pricing Strategies
  • 9.5: Price Adjustment Strategies
  • 9.6: Public Policy and Pricing
  • Ch. 9: Reviewing and Extending the Concepts
  • 10: Marketing Channels: Delivering Customer Value
  • Introduction: Marketing Channels: Delivering Customer Value
  • 10.1: Supply Chains and the Value Delivery Network
  • 10.2: Channel Behavior and Organization
  • 10.3: Channel Design Decisions
  • 10.4: Channel Management Decisions
  • 10.5: Marketing Logistics and Supply Chain Management
  • Ch. 10: Reviewing and Extending the Concepts
  • 11: Retailing and Wholesaling
  • Introduction: Retailing and Wholesaling
  • 11.1: Retailing
  • 11.2: Omnichannel Marketing: Blending In-Store, Online, Mobile, and Social Media Channels
  • 11.3: Retailer Marketing Decisions
  • 11.4: Retailing Trends and Developments
  • 11.5: Wholesaling
  • Ch. 11: Reviewing and Extending the Concepts
  • 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
  • Introduction: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
  • 12.1: The Promotion Mix
  • 12.2: Integrated Marketing Communications
  • 12.3: Advertising and Major Advertising Decisions
  • 12.4: Public Relations
  • Ch. 12: Reviewing and Extending the Concepts
  • 13: Personal Selling and Sales Promotion
  • Introduction: Personal Selling and Sales Promotion
  • 13.1: Personal Selling
  • 13.2: Managing the Sales Force
  • 13.3: The Personal Selling Process
  • 13.4: Sales Promotion
  • Ch. 13: Reviewing and Extending the Concepts
  • 14: Digital Marketing
  • Introduction: Digital Marketing
  • 14.1: Understanding Digital Marketing
  • 14.2: Preparing for a Digital Marketing Campaign
  • 14.3: Employing Digital Channels in an Omnichannel Strategy
  • 14.4: Public Policy Issues in Digital Marketing
  • Ch. 14: Reviewing and Extending the Concepts
  • 15: The Global Marketplace (PART 4: Extending Marketing (Chapters 15–16))
  • Introduction: The Global Marketplace
  • 15.1: Global Marketing Today
  • 15.2: Understanding Global Marketing
  • 15.3: Deciding Whether to Go Global and Which Markets to Enter
  • 15.4: Deciding How to Enter Global Markets
  • 15.5: Deciding on the Global Marketing Program
  • 15.6: Deciding on the Global Marketing Organization
  • Ch. 15: Reviewing and Extending the Concepts
  • 16: Sustainable Marketing: Social Responsibility and Ethics
  • Introduction: Sustainable Marketing: Social Responsibility and Ethics
  • 16.1: Sustainable Marketing
  • 16.2: Social Criticisms of Marketing
  • 16.3: Pathways to Sustainable Marketing
  • 16.4: Building a Sustainable Marketing Organization
  • Ch. 16: Reviewing and Extending the Concepts
  • Appendix 1: Company Cases
  • A1.1: Company Case 1
  • A1.2: Company Case 2
  • A1.3: Company Case 3
  • A1.4: Company Case 4
  • A1.5: Company Case 5
  • A1.6: Company Case 6
  • A1.7: Company Case 7
  • A1.8: Company Case 8
  • A1.9: Company Case 9
  • A1.10: Company Case 10
  • A1.11: Company Case 11
  • A1.12: Company Case 12
  • A1.13: Company Case 13
  • A1.14: Company Case 14
  • A1.15: Company Case 15
  • A1.16: Company Case 16
  • Appendix 2: Case Study Exercises
  • A2.1: Case Study 1
  • A2.2: Case Study 2
  • A2.3: Case Study 3
  • A2.4: Case Study 4
  • A2.5: Case Study 5
  • A2.6: Case Study 6
  • Appendix 3: Marketing Plan
  • A3.1: The Marketing Plan: An Introduction
  • A3.2: Sample Marketing Plan: Chill Beverage Company
  • Appendix 4: Marketing by the Numbers
  • Introduction: Marketing by the Numbers
  • A4.1: Pricing, Break-Even, and Margin Analysis
  • A4.2: Demand Estimates, the Marketing Budget, and Marketing Performance Measures
  • A4.3: The Profit-and-Loss Statement and Marketing Budget
  • A4.4: Marketing Performance Measures
  • A4.5: Financial Analysis of Marketing Tactics
  • Appendix 5: Careers in Marketing
  • Introduction: Careers in Marketing
  • A5.1: Marketing Careers Today
  • A5.2: Looking for a Job in Today’s Marketing World
  • A5.3: Marketing Jobs
  • A5.4: Other Resources
  • Glossary