Marketing: An Introduction, 15/e (GE-Paperback)
暫譯: 行銷學：導論，第15版 (GE-平裝本)

Gary Armstrong,Philip Kotler,Marc Oliver Opresnik

Marketing: An Introduction, 15/e (GE-Paperback)
  • 出版商: Pearson FT Press
  • 出版日期: 2022-07-13
  • 售價: $1,500
  • 貴賓價: 9.8 折 $1,470
  • 語言: 英文
  • 頁數: 701
  • ISBN: 1292433108
  • ISBN-13: 9781292433103
  • 相關分類: 行銷/網路行銷 Marketing

    • 立即出貨 (庫存=1)

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商品描述

Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.

商品描述(中文翻譯)

《行銷：入門》展示了如何創造和捕捉顧客價值來驅動有效的行銷策略。這本書反映了在這個數位時代中影響行銷的主要趨勢和變化力量，這些力量與顧客價值、參與度和關係息息相關。這反過來使您對基本的行銷概念、策略和實務有更深入的理解。

第15版包含更新且深入發展的章節開頭小品、行銷實務亮點、公司案例以及章末練習。透過這些內容，您將有充足的機會將行銷概念應用於真實的公司情境中。

作者簡介

作者：Gary Armstrong
現職：University of North Carolina

作者：Philip Kotler
現職：NorthWestern University

作者：Marc Oliver Opresnik
現職：St. Gallen Management Institute

作者簡介(中文翻譯)

作者：Gary Armstrong
現職：北卡羅來納大學

作者：Philip Kotler
現職：西北大學

作者：Marc Oliver Opresnik
現職：聖加倫管理學院

目錄大綱

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 Digital Marketing

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

目錄大綱(中文翻譯)

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 Digital Marketing



PART IV: EXTENDING MARKETING

Ch15 The Global Marketplace

Ch16 Sustainable Marketing: Social Responsibility and Ethics

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