|
|
|
Marketing: An Introduction (GE) 13/e
|
|
沒有庫存
訂購需時10-14天
|
|
|
|
|
|
9781292146508 | |
|
|
|
Gary Armstrong | |
|
|
|
華泰文化 | |
|
|
|
2016年6月08日
| |
|
|
|
460.00 元
| |
|
|
|
HK$ 437
|
|
|
|
|
| |
|
|
|
|
| |
|
|
詳
細
資
料
|
ISBN：9781292146508叢書系列：行銷學規格：平裝 / 699頁 / 普通級
行銷學
|
|
分
類
|
商業理財 > 行銷/廣告/業務 > 行銷 |
同
類
書
推
薦
|
|
|
內
容
簡
介
|
1.Guide Student’s Learning
The Marketing Journey presents five major Customer Value and Engagement themes. The innovative customer value framework uses is a five-step marketing process model:
(1)Creating value for customers in order to capture value from customers in return
(2)Customer engagement and today’s digital and social media
(3)Building and managing strong, value-creating brands
(4)Measuring and managing return on marketing
(5)Sustainable marketing around the globe
2.Encourage Students to Apply Concepts
Marketing at Work highlights provide countless in-depth, real-life examples and stories from Netflix, Google, Amazon, Nike, Harley-Davidson, and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.
?
|
|
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 Direct, Online, Social Media, and Mobile Marketing
PART IV: EXTENDING MARKETING
Ch15 The Global Marketplace
Ch16 Sustainable Marketing: Social Responsibility and Ethics
?
|
|
|
書
評
|
|
|
|
