Marketing: An Introduction(GE)作  /  譯    者 ：Gary Armstrong,Philip Kotler,Marc Oliver OpresnikI S B N -  13 ：9781292433103I S B N -  10 ：1292433108類             別：行銷管理 版             次：15 版年             份：2023規             格：701 頁出     版     商：Pearson Education 內容簡介 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. 目錄 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