Principles of Marketing 4th Edition by Philip Kotler, Prof Veronica Wong, Prof John Saunders, Gary Armstrong ISBN 0273684566 9780273684565 by Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong 9780273684565, 0273684566 instant download after payment.

Principles of Marketing 4th Edition by Philip Kotler, Prof Veronica Wong, Prof John Saunders, Gary Armstrong - Ebook PDF Instant Download/Delivery: 0273684566, 9780273684565
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Product details:

ISBN 10: 0273684566 
ISBN 13: 9780273684565
Author: Philip Kotler, Prof Veronica Wong, Prof John Saunders, Gary Armstrong

Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace.

The Fourth Edition has changed to reflect marketing’s ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce. In addition, recognising Europe’s internationalism and the growth of globalisation, examples and cases are drawn, not from Europe alone, but from the US, Japan, South-East Asia and Africa.

This is suitable for any undergraduate or postgraduate undertaking an introductory course in marketing.

Principles of Marketing 4th Table of contents:

1. Marketing: Creating Customer Value and Engagement

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

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

7. Customer-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 Communications Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Direct, Online, Social Media, and Mobile Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Social Responsibility and Ethics

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Tags: Philip Kotler, Prof Veronica Wong, Prof John Saunders, Gary Armstrong, Principles, Marketing