Principles of Marketing (14th Edition)
点此进入淘宝搜索页搜索分類: 图书,进口原版,Business & Investing（商业与投资）,Marketing & Sales（市场与销售）,Marketing,
品牌: Philip KotlerGary Armstrong
基本信息出版社:Prentice Hall; 14 (2011年2月6日)精装:744页正文语种:英语ISBN:0132167123条形码:9780132167123商品尺寸:21.4 x 3 x 28.7 cm商品重量:1.5 KgASIN:0132167123商品描述内容简介Learn how to create value and gain loyal customers.
Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers,Principles of Marketingpresents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework.
The fourteenth edition includes coverage on sustainability and a focus on marketing in today's challenging economic climate.
MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。目录Chapter 1. Marketing: Creating and Capturing Customer Value
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Chapter 3. Analyzing the Marketing Environment
Chapter 4. Managing Marketing Information to Gain Customer Insights
Chapter 5. Consumer Markets and Consumer Buyer Behavior
Chapter 6. Business Markets and Business Buyer Behavior
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 8. Products, Services, and Brands: Building Customer Value
Chapter 9. Developing New Products and Managing the Product Life Cycle
Chapter 10. Pricing Strategies: Understanding and Capturing Customer Value
Chapter 11. Additional Pricing Considerations
Chapter 12. Marketing Channels: Delivering Customer Value
Chapter 13. Retailing and Wholesaling
Chapter 14. Communicating Customer Value
Chapter 15. Advertising and Public Relations
Chapter 16. Personal Selling and Sales Promotion
Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Chapter 18. Creating Competitive Advantage
Chapter 19. The Global Marketplace
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
