Principles of Marketing (18th Global Edtion)

Tác giả: Philip Kotler | Xem thêm các tác phẩm Marketing - Sales của Philip Kotler
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United...
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Giới thiệu Principles of Marketing (18th Global Edtion)

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

For principles of marketing courses that require a comprehensive text.

Learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Pearson Pearson MyLab Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Reach every student by pairing this text with Pearson Pearson MyLab Marketing

MyLab is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.

Features

New coverage and fresh examples address the latest customer engagement tools, practices, and developments

  • UPDATED - A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.
  • NEW and UPDATED - Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.

Learner-focused features help students learn, link, and apply major concepts

  • NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest.
  • NEW - In-text examples illustrate contemporary marketing practices and bring key course concepts to life.
  • NEW and UPDATED - Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.
  • NEW and REVISED - Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations.
  • NEW and REVISED - End-of-chapter Objectives Reviews summarize major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they’ve learned in the chapter.

Career-focused resources help students develop the skills today’s employers are looking for

  • NEW and UPDATED - Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara.
  • Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts.
  • NEW and REVISED - Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.
  • Careers in Marketing (Appendix 3) helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests.

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Thông tin chi tiết

Công ty phát hànhPearson
Nhà xuất bảnPearson
Ngày xuất bản05-2020
ISBN-139781292341132
Kích thước220 x 280 x 30mm
Loại bìaPaperback
Số trang736
SKU8738017672270
Liên kết: Mặt nạ Hồng Sâm Real Nature Red Ginseng The Face Shop