Catálogo bibliográfico
Bibliographic catalog
Principles of marketing / Philip Kotler, Gary Armstrong, Sridhar Balasubramanian
Main Author Kotler, Philip, 1931- Coauthor Armstrong, GaryBalasubramanian , Sridhar Edition 19th global ed. Publication Harlow : Pearson, 2024 Description 768 p. ISBN 9781292449364 Topical name Marketing
Marketing - gestão CDU 658.8
| Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| Book | Biblioteca IPAM Porto | 658.8 KOT 11525 | Presencial/Restrito | 11525 |
Total holds: 0
ÍNDICE
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: 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: Advanced topics;
12- Marketing Channels: Delivering Customer Value;
13- Retailing and Wholesaling;
14- Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy;
15- Advertising and Public Relations;
16- Personal Selling and Sales Promotion;
17- Digital Marketing;
PART 4: EXTENDING MARKETING
18- Creating Competitive Advantage;
19- The Global Marketplace;
20- Sustainable Marketing: Social Responsibility and Ethics.
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