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Principles of Marketing Philip Kotler

Principles of Marketing von Philip Kotler

Principles of Marketing Philip Kotler

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Zusammenfassung

The European adaptation of this text has been rewritten to present the context and process of marketing and the marketing mix as seen from the European perspective. Particular attention is paid to segmentation, positioning, customer satisfaction, competitive strategy and services.

Principles of Marketing Zusammenfassung

Principles of Marketing: European Edition Philip Kotler

The European adaptation of this text has been rewritten to present the context and process of marketing and the marketing mix as seen from the European perspective. Particular attention is paid to segmentation, positioning, customer satisfaction, competitive strategy, services and social responsibility. The text features full colour throughout, and includes cases and examples from companies such as IKEA, Nestle, BMW, Levi Strauss and Swatch. Features include: chapter previews; objectives; "discussing the issues"; "applying the concepts"; end of chapter and part cases; and a glossary. The European adaptation also features a range of supplementary materials that will enhance any teaching course.

Inhaltsverzeichnis

Marketing and The Marketing Process. Marketing in a Changing World: Satisfying Human Needs. Marketing and Society: Social Responsibility and Marketing Ethics. Strategic Marketing Planning. The Marketing Setting. The Marketing Environment. The Global Marketplace. Market Information and Marketing Research. Buying Behaviour. Consumer Markets. Business Markets and Business Buyer Behaviour. Core Strategy. Market Segmentation and Targetting. Positioning. Building Customer Satisfaction Through Quality, Value and Service. Creating Competitive Advantage: Competitor Analysis and Competitive Marketing Strategies. Product. Designing Products: New Product Development and Product Life-Cycle Strategies. Designing Products: Products, Brands, Packaging and Services. Marketing Services. Price. Pricing Products: Pricing Considerations and Approaches. Pricing Products: Pricing Strategies. Promotions. Promoting Products: Communication and Promotion Strategy. Promoting Products: Advertising. Sales Promotion and Public Relations. Promoting Products: Personal Selling and Sales Management. Place. Placing Products: Retailing and Wholesaling. Placing Products: Distribution Channels and Logistics Management.

Zusätzliche Informationen

GOR002676734
9780131659032
0131659030
Principles of Marketing: European Edition Philip Kotler
Philip Kotler
Gebraucht - Sehr Gut
Broschiert
Pearson Education Limited
1996-01-31
992
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
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