Catálogo bibliográfico
Bibliographic catalog
Principles of marketing / Philip Kotler, Gary Armstrong
Main Author Kotler, Philip, 1931- Coauthor Armstrong, Gary Edition 17th global ed. Publication Harlow : Pearson Education, 2018 Description 734 p. ISBN 978-1-292-22017-8 Topical name MarketingMarketing - Gestão
Comunicação
Publicidade
Ética e responsabilidade social CDU 658.8
| Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| Book | Biblioteca IPAM Porto | 658.8 KOT 10873 | Presencial/Restrito | 10873 |
Total holds: 0
PART 1 DEFINING MARKEITNG AND THE 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 DESIGNING 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
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