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Principles of marketing / Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy

By: Contributor(s): Resource type: Ressourcentyp: BuchBookLanguage: English Publisher: Harlow, England : Pearson, [2017]Edition: Seventh European editionDescription: xxiv, 675 Seiten : Illustrationen, DiagrammeISBN:
  • 9781292092898
  • 9781292115252
  • 9781292170664
Subject(s): Genre/Form: Additional physical formats: 9781292115252 | 9781292170664 | Erscheint auch als: Principles of Marketing European Edition 7th edn. Online-Ausgabe 7th ed. Harlow, United Kingdom : Pearson Education Limited, 2016. 1 online resource (700 pages) | Erscheint auch als: Principles of marketing. Online-Ausgabe Seventh European edition. Harlow, England : Pearson, 2017. 1 Online-Ressource (xxiv, 675 Seiten)DDC classification:
  • 658.8 23
RVK: RVK: QP 600LOC classification:
  • HF5415
Summary: Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers -- Analysing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and buyer behaviour -- Business markets and business buyer behaviour -- Designing a customer value-driven strategy and mix -- Customer-driven marketing strategy: creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging customers and communicating customer value integrated marketing communications strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media and mobile marketing -- Extending markets -- Creating competitive advantage -- The global marketplace -- Social responsibility and ethics -- Appendix 1 -- Appendix 2Call number: Grundsignatur: 2015 E 300(7)PPN: PPN: 872544532
Holdings
Item type Home library Collection Shelving location Call number Status Barcode
Freihandbestand ausleihbar Fachbibliothek DHBW Karlsruhe wirt 5.8 Bibliothek / frei aufgestellt 2015 E 300(7) Available 53378055090
Total holds: 0
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