PRINCIPLES OF MARKETING: AN ASIAN PERSPECTIVE (4版)

Principles of Marketing: An Asian Perspective 4/e +作者：Kotler +年份：2017 年4 版 +ISBN：9781292089669 +書號：MB0645PC +規格：平裝/彩色 +頁數：776 +出版商：Pearson(Asia) Chapter 1: Marketing: Managing Profitable Customer Relationships Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships Chapter 3: The Marketing Environment Chapter 4: Managing Marketing Information 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: Product, Services, and Branding Strategy Chapter 9: New-Product Development and Product Life-Cycle Strategies Chapter 10: Pricing Products: Understanding and Capturing Customer Value Chapter 11: Pricing Products: Pricing Strategies Chapter 12: Marketing Channels: Delivering Customer Value Chapter 13: Retailing and Wholesaling Chapter 14: Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 15: Advertising and Public Relations Chapter 16 Personal Selling and Sales Promotion Chapter 17 Direct, Online, Social Media, and Mobile Marketing Chapter 18: Creating Competitive Advantage Chapter 19: The Global Marketplace Chapter 20: Sustainable Marketing: Social Responsibility and Ethics Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers