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  MARKETING 12/E
   An Introduction : Global Edition
    저자 Gary Armstrong / Philip Kotler
    출판사 Pearson Higher Education
    출판년도 2016 / 672 pages
    ISBN 978-1-292-01678-8        판매가 45,000원
  
 
TITLE INFORMATION
For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.

The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.

MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress.





Table of Contents
Brief Contents

PART 1 DEFINING MARKETING AND THE MARKETING PROCESS  2
1 Marketing: Creating and Capturing Customer Value 2
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36

PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE  64
3 Analyzing the Marketing Environment 64
4 Managing Marketing Information to Gain Customer Insights 96
5 Understanding Consumer and Business Buyer Behavior 130

PART 3 DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 168
6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168
7 Products, Services, and Brands: Building Customer Value 200
8 New Product Development and Product Life-Cycle Strategies 236
9 Pricing: Understanding and Capturing Customer Value 264
10 Marketing Channels: Delivering Customer Value 302
11 Retailing and Wholesaling 334
12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366
13 Personal Selling and Sales Promotion 402
14 Direct, Online, Social Media, and Mobile Marketing 434

PART 4 EXTENDING MARKETING 466
15 The Global Marketplace 466
16 Sustainable Marketing: Social Responsibility and Ethics 494

Appendix 1 Company Cases 523
Appendix 2 Marketing Plan 557
Appendix 3 Marketing by the Numbers 569

Glossary 587
References 597
Index 623


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