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Marketing: An Introduction, Student Value Edition Plus Mymarketinglab with Pearson Etext -- Access Card Package de Gary Armstrong

Marketing: An Introduction, Student Value Edition Plus Mymarketinglab with Pearson Etext -- Access Card Package

Autor Gary Armstrong, Philip Kotler
en Limba Engleză Mixed media product – 11 feb 2016

Putem afirma că succesul în afaceri nu mai depinde doar de produs, ci de modul în care o organizație reușește să creeze și să captureze valoarea pentru client. Găsim în această carte Marketing: An Introduction, Global Edition exemplul modului în care brandurile moderne nu doar vând, ci angajează consumatorul într-o relație bidirecțională, transformând tehnologiile digitale din simple unelte în piloni strategici. Notăm cu interes cum autorii Gary Armstrong și Philip Kotler demontează mitul marketingului ca activitate pur creativă, ancorându-l într-un proces riguros de analiză a mediului și a comportamentului de cumpărare.

Pe linia practică a lucrării Principles of Marketing, Global Edition, dar cu un focus sporit pe accesibilitate și pe noile tehnologii mobile, acest volum de la editura Pearson este structurat în patru secțiuni esențiale. Începem cu definirea procesului de marketing, continuăm cu înțelegerea pieței, proiectăm mixul de marketing centrat pe valoare și finalizăm cu extinderea în context global. Această a 15-a ediție reflectă cele mai noi tendințe, dedicând capitole întregi marketingului digital și comunicării integrate, aspecte care devin vitale într-o economie globalizată.

Spre deosebire de Marketing Management, care se adresează unui nivel academic mai avansat, Marketing: An Introduction, Global Edition oferă un cadru de învățare aplicat. Progresia conținutului este logică: de la cercetarea informațiilor despre consumatori la deciziile de preț, distribuție și promovare personală. Este o lucrare fundamentală care completează opera vastă a lui Philip Kotler, oferind acea claritate necesară oricărui student sau profesionist aflat la început de drum, care dorește să înțeleagă mecanismele reale din spatele brandurilor de succes.

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Specificații

ISBN-13: 9780134421902
ISBN-10: 0134421906
Pagini: 672
Greutate: 1.27 kg
Ediția:13
Editura: Pearson

De ce să citești această carte

Această carte este esențială pentru studenții la management și tinerii profesioniști care vor să stăpânească fundamentele marketingului modern. Veți învăța cum să construiți o strategie bazată pe valoarea oferită clientului, folosind cele mai noi instrumente digitale. Câștigul principal este o viziune structurată asupra modului în care tehnologia și psihologia consumatorului se împletesc pentru a genera profit și loialitate pe termen lung.

Despre autor

Echipa formată din Philip Kotler și Gary Armstrong reprezintă un etalon în literatura de afaceri. Professor Philip Kotler este recunoscut la nivel mondial drept una dintre cele mai mari autorități în marketing, deținând titlul de S. C. Johnson & Son Distinguished Professor la Kellogg Graduate School of Management. Gary Armstrong aduce perspectiva didactică, fiind un profesor premiat pentru excelență în predarea cursurilor de business. Împreună, aceștia reușesc să transforme conceptele complexe de marketing în strategii practice, accesibile și ușor de implementat în mediul comercial real.

Notă biografică

About our authors Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.
But Professor Armstrong's first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. He is the only repeat recipient of the school's highly regarded Award for Excellence in Undergraduate Teaching, which he received three times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the 16-campus University of North Carolina system.
Philip Kotler is Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is the co-author of Marketing Management (Pearson), now in its 16th edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored more than 60 other successful books and has published more than 150 articles in leading journals. He is the only 3-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
Professor Kotler was named the first recipient of 4 major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie "Marketing for a Better World" Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. He is a charter member of the Marketing Hall of Fame, was voted the first Leader in Marketing Thought by the American Marketing Association, and was named the Founder of Modern Marketing Management in the Handbook of Management Thinking. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; the European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor "outstanding contributions to science in marketing." A recent Forbes survey ranks Professor Kotler in the top 10 of the world's most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth "most influential business writer/guru" of the 21st century. He is considered by many to be the "father of modern marketing."
Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.

Cuprins

PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
  1. Marketing: Creating Customer Value and Engagement
  2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
  • Analyzing the Marketing Environment
  • Managing Marketing Information to Gain Customer Insights
  • Understanding Consumer and Business Buyer Behavior
    • PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX
  • Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  • Product, Services, and Brands: Building Customer Value
  • Developing New Products and Managing the Product Life Cycle
  • Pricing: Understanding and Capturing Customer Value
  • Marketing Channels: Delivering Customer Value
  • Retailing and Wholesaling
  • Engaging Customers and Communicating Customer Value: Advertising and Public Relations
  • Personal Selling and Sales Promotion
  • Digital Marketing
    • PART 4: EXTENDING MARKETING
  • The Global Marketplace
  • Sustainable Marketing: Social Responsibility and Ethics
    • APPENDICES
  • Company Cases
  • Marketing Plan
  • Marketing by the Numbers
  • Careers in Marketing

Descriere scurtă

Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.
The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.