Marketing: An Introduction (GE) 13/e

定價：~~1420~~ 元

NT $ 660 ~ 1,610

作者：Gary Armstrong，Kotler Philip，Opresnik Marc Oliver
出版社：華泰文化
出版日期：2016-06-08
語言：英文
ISBN10：1292146508
ISBN13：9781292146508
裝訂：平裝 / 699頁 / 普通級 / 單色印刷 / 13版

內容簡介

　　1.Guide Student’s Learning
　　The Marketing Journey presents five major Customer Value and Engagement themes. The innovative customer value framework uses is a five-step marketing process model:
　　(1)Creating value for customers in order to capture value from customers in return
　　(2)Customer engagement and today’s digital and social media
　　(3)Building and managing strong, value-creating brands
　　(4)Measuring and managing return on marketing
　　(5)Sustainable marketing around the globe

　　2.Encourage Students to Apply Concepts
　　Marketing at Work highlights provide countless in-depth, real-life examples and stories from Netflix, Google, Amazon, Nike, Harley-Davidson, and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.

作者介紹

作者簡介

Gary Armstrong

　　現職：University of North Carolina

Philip Kotler

　　現職：NorthWestern University

Marc O. Opresnik

　　現職：St. Gallen Management Institute

PART I: DEFINING MARKETING AND THE MARKETING PROCESS
Ch 1 Marketing: Creating Customer Value and Engagement
Ch 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
Ch 3 Analyzing the Marketing Environment
Ch 4 Managing Marketing Information to Gain Customer Insights
Ch 5 Understanding Consumer and Business Buyer Behavior

PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
Ch 6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Ch 7 Product, Services, and Brands: Building Customer Value
Ch 8 Developing New Products and Managing the Product Life Cycle
Ch 9 Pricing: Understanding and Capturing Customer Value
Ch10 Marketing Channels: Delivering Customer Value
Ch11 Retailing and Wholesaling
Ch12 Engaging Customers and Communicating Customer Value: Advertising and Public Relations
Ch13 Personal Selling and Sales Promotion
Ch14 Direct, Online, Social Media, and Mobile Marketing

PART IV: EXTENDING MARKETING
Ch15 The Global Marketplace
Ch16 Sustainable Marketing: Social Responsibility and Ethics

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