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Marketing：
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Marketing：An Introduction(11版)
作者：
Armstrong
分類：
行銷企管
／
行銷•廣告
出版社：
華泰文化
出版日期：2012/1/1
ISBN：9780273767183
書籍編號：kk0322797
頁數：289
定價：
1320
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Marketing：An Introduction(11版) For undergraduate Principles of Marketing courses. This best-selling, brief text introduces marketing through the lens of creating value for customers. Today’s marketing is about creating customer value and building profitable customer relationships. 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. Provide Examples of What Real Companies are Doing–Marketing at Work. This text features real-world applications that will help students learn how: 1.Web seller Zappos’ obsession with creating the very best customer experience has resulted in avidly loyal customers and astronomical growth. 2.Upscale discounter Target is shifting its strategy in the aftermath of the recent economic recession, emphasizing the “pay less” side of its “Expect more, pay less” slogan. 3.Nike’s customer-focused mission and deep sense of customer brand community have the company sprinting ahead while competitors are gasping for breath. Trader Joe’s unique “cheap gourmet” price-value strategy has earned it an almost cult-like following of devoted customers who love what they get for the prices they pay. 4.ESPN has built a global brand empire as recognized and revered as megabrands like Coca-Cola, Nike, or Google. Introduce students to new-age marketing–Coverage of New Technology. Readers will see what new technologies are being used in marketing, especially in regards to integrated marketing communications and direct marketing. Topics include: 1.“Web 3.0” 2.Neuromarketing 3.RFID 4.The new-age digital marketing and online technologies
PART Ⅰ: DEFINING MARKETING AND THE MARKETING PROCESS Ch 1 Marketing: Creating and Capturing Customer Value Ch 2 Company and Marketing Strategy: Partnering to Build Customer Relationships PART Ⅱ: UNDERSTANDING THE MARKETPLACE AND CONSUMERS 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-DRIVEN STRATEGY AND MIX Ch 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers Ch 7 Products, 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 Communicating Customer Value: Advertising and Public Relations Ch13 Personal Selling and Sales Promotion Ch14 Direct and Online Marketing: Building Direct Customer Relationships PART Ⅳ: EXTENDING MARKETING Ch15 The Global Marketplace Ch16 Sustainable Marketing: Social Responsibility and Ethics Appendix 1 Marketing Cases Appendix 2 Marketing Plan Appendix 3 Marketing by the Numbers
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