| Description |
1 online resource (1975 p.) |
| Contents |
Intro -- Preface -- Principles of Marketing -- Dedication -- Principles of Marketing -- Brief contents -- Contents -- Preface -- Welcome to your Principles of Marketing package -- The marketing journey: Creating and capturing customer value -- Updated in the eighth edition -- Resources for educators and students -- About the authors -- Reviewers -- Part 1 Defining marketing and the marketing process -- Chapter 1 Marketing: Creating and capturing customer value -- Learning objectives -- What is marketing? (pp. 4-5) -- Marketing defined -- The marketing process |
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Understanding the marketplace and customer needs (pp. 5-8) -- Customer needs, wants and demands -- Market offerings: Goods, services and experiences -- Customer value and satisfaction -- Exchanges, transactions and relationships -- Markets -- Designing a customer-driven marketing strategy (pp. 8-13) -- Selecting customers to serve -- Choosing a value proposition -- Marketing management orientations -- The production concept -- The product concept -- The selling concept -- The marketing concept -- The societal marketing concept -- Preparing an integrated marketing plan and program (pp. 13-14) |
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Engaging customers and managing customer relationships (pp. 15-19) -- Customer relationship management -- Relationship building blocks: Customer value and satisfaction -- Customer value -- Customer satisfaction -- Customer relationship levels and tools -- Engaging customers -- Customer engagement and today's digital and social media -- Consumer-generated marketing -- Partner relationship management -- Partners inside the organisation -- Partners outside the organisation -- Capturing value from customers (pp. 19-21) -- Creating customer loyalty and retention -- Growing share of customer |
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Building customer equity -- What is customer equity? -- Building the right relationship with the right customers -- The changing marketing landscape (pp. 21-28) -- The digital age: Online, mobile and social media marketing -- Social media marketing -- Mobile marketing -- Big data and artificial intelligence (AI) -- The growth of not-for-profit marketing -- Rapid globalisation -- Sustainable marketing: The call for more environmental and social responsibility -- So, what is marketing? Pulling it all together (pp. 28-30) -- Student learning centre Reviewing the learning objectives |
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Discussion questions -- Critical thinking exercises -- Navigating the key terms -- Learning objective 1 -- Learning objective 2 -- Learning objective 3 -- Learning objective 4 -- Learning objective 5 -- Mini cases -- References -- Chapter 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships -- Learning objectives -- Company-wide strategic planning: Defining marketing's role (pp. 38-42) -- Defining a market-oriented mission -- Setting company objectives and goals -- Designing the business portfolio (pp. 42-45) |
| Summary |
Principles of Marketing eBook |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| Author |
Denize
|
|
Volkov
|
|
Adam
|
|
Kotler
|
|
Ang
|
| ISBN |
9781488626227 |
|
1488626227 |
|
