| Description |
1 online resource (1975 pages) |
| Contents |
Part 1 Defining marketing and the marketing process -- 1 Marketing: Creating and capturing customer value -- 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships -- Part 2 Understanding the marketplace and consumers -- 3 The marketplace and customers: Analysing the environment -- 4 Marketing analytics and artificial intelligence: Gaining customer insights -- 5 Buyer behaviour: Understanding consumer and business buyers -- Part 3 Designing a customer-driven strategy and mix -- 6 Customer-driven marketing strategy: Creating value for target customers -- 7 Products, services and brands: Offering customer value -- 8 New products: Developing and managing innovation -- 9 Pricing: Capturing customer value -- 10 Placement: Customer value fulfilment -- 11 Communicating customer value: Advertising and public relations -- 12 Personal selling and sales promotion: Creating value in relationships -- 13 Direct and digital marketing: Interactivity and fulfilment -- Part 4 Extending marketing -- 14 Sustainable marketing: Social responsibility, ethics and legal compliance -- Appendices --Glossary -- Index |
| Summary |
This best-selling and marketing-leading product introduces marketing through the lens of creating value for customers. With engaging real-world examples and information, Principles of Marketing shows students how customer value - creating it and capturing it - drives every effective marketing strategy. The 8th edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies to build customer engagement, brand community and sales, as well as wider coverage of cases and examples from an Australian perspective. |
| Notes |
Description based upon print version of record |
| Subject |
Marketing.
|
| Form |
Electronic book
|
| Author |
Denize, Sara M. (Sara Marion), 1962- author
|
|
Volkov, Michael
|
|
Kotler, Philip.
|
|
Ang, Swee Hoon, author
|
|
Doherty, Sean
|
|
Esch, Patrick van
|
| ISBN |
9781488626227 |
|
1488626227 |
|
