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Published by Pearson (September 15, 2020) © 2021

Philip Kotler | Gary Armstrong
    24 Months access
    €52,99
    ISBN-13: 9781292345901

    MyLab Marketing with Pearson eText for Principles of Marketing, Global Edition ,18th edition

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    Language: English

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    PART 1:DEFINING MARKETING AND THE MARKETING PROCESS 

    1. Marketing:Creating Customer Value and Engagement 

    2. Companyand Marketing Strategy: Partnering to Build Customer Engagement, Value, andRelationships 

    PART 2:UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

    3. Analyzingthe Marketing Environment 

    4. Managing MarketingInformation to Gain Customer Insights 

    5. ConsumerMarkets and Buyer Behavior 

    6. BusinessMarkets and Business Buyer Behavior 

    PART 3:DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 

    7. CustomerValue—Driven Marketing Strategy: Creating Value for Target Customers 

    8. Products,Services, and Brands: Building Customer Value 

    9. DevelopingNew Products and Managing the Product Life Cycle  

    10. Pricing:Understanding and Capturing Customer Value 

    11. PricingStrategies: Additional Considerations 

    12. MarketingChannels: Delivering Customer Value 

    13. Retailingand Wholesaling 

    14. EngagingConsumers and Communicating Customer Value: Integrated Marketing CommunicationStrategy 

    15.Advertising and Public Relations 

    16. PersonalSelling and Sales Promotion 

    17. Direct,Online, Social Media, and Mobile Marketing 

    PART 4:EXTENDING MARKETING

    18. CreatingCompetitive Advantage 

    19. TheGlobal Marketplace 

    20.Sustainable Marketing: Social Responsibility and Ethics 

     Appendix 1:Marketing Plan 

    Appendix 2:Marketing by the Numbers 

    Appendix 3:Careers in Marketing

     



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