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Principles of marketing /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Principles of marketing // Philip Kotler, Gary Armstrong ; with Marc Oliver Opresnik.
作者:	Kotler, Philip.
其他作者:	Armstrong, Gary
出版者:	Harlow, Essex ;Pearson Education Limited, : c2021.,
面頁冊數:	728 p. :ill. (chiefly col.) ; : 28 cm.;
附註:	"Authorized adaptation from the United States edition, entitled Principles of Marketing, 18th Edition, ISBN 978-0-13-576659-0 by Philip Kotler and Gary Armstrong, published by Pearson Education © 2021"--T.p. vreso.
標題:	Marketing. -
ISBN:	9781292341132 (pbk.) :

Principles of marketing /
Kotler, Philip.

Principles of marketing /Philip Kotler, Gary Armstrong ; with Marc Oliver Opresnik. - 18th ed., global ed. - Harlow, Essex ;Pearson Education Limited,c2021. - 728 p. :ill. (chiefly col.) ;28 cm.

"Authorized adaptation from the United States edition, entitled Principles of Marketing, 18th Edition, ISBN 978-0-13-576659-0 by Philip Kotler and Gary Armstrong, published by Pearson Education © 2021"--T.p. vreso.

Includes bibliographical references (p. 659-702) and indexes.

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 Consumer 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 Desingning a Customer Value-Driven Strategy and Mix -- 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Products, 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. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct, Online, Social Media, and Mobile Marketing -- Part 4 Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics -- Appendix 1: Marketing Plan -- Appendix 2: Marketing by the Numbers -- Appendix 3: Careers in Marketing.

ISBN: 9781292341132 (pbk.) :NT1480Subjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5415 / .K636 2021

Dewey Class. No.: 658.8

Principles of marketing /
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245 1 0 $a Principles of marketing / $c Philip Kotler, Gary Armstrong ; with Marc Oliver Opresnik.
250 $a 18th ed., global ed.
260 # $a Harlow, Essex ; $a New York, NY : $b Pearson Education Limited, $c c2021.
300 $a 728 p. : $b ill. (chiefly col.) ; $c 28 cm.
500 $a "Authorized adaptation from the United States edition, entitled Principles of Marketing, 18th Edition, ISBN 978-0-13-576659-0 by Philip Kotler and Gary Armstrong, published by Pearson Education © 2021"--T.p. vreso.
500 $a Previous edition: 2018.
504 $a Includes bibliographical references (p. 659-702) and indexes.
505 0 # $a 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 Consumer 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 Desingning a Customer Value-Driven Strategy and Mix -- 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers -- 8. Products, 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. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct, Online, Social Media, and Mobile Marketing -- Part 4 Extending Marketing -- 18. Creating Competitive Advantage -- 19. The Global Marketplace -- 20. Sustainable Marketing: Social Responsibility and Ethics -- Appendix 1: Marketing Plan -- Appendix 2: Marketing by the Numbers -- Appendix 3: Careers in Marketing.
650 # 0 $a Marketing. $3 557931
700 1 # $a Armstrong, Gary $3 975723
700 1 # $a Opresnik, Marc O. $q (Marc Oliver), $d 1969- $3 1433611