Buku Principles of Marketing Global Edition 19 Ed 9781292449364

Principles of Marketing, Global Edition 19 Edition
by Gary Armstrong (Author)

Product details
Publisher ‏ : ‎ Pearson (2023)
Language ‏ : ‎ English
Paperback ‏ : ‎ 768 pages
ISBN-10 ‏ : ‎ 1292449365
ISBN-13 ‏ : ‎ 978-1292449364

Table of Contents
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Consumer Markets and Buyer Behavior
Business Markets and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
Developing New Products and Managing the Product Life Cycle
Pricing: Understanding and Capturing Customer Value
Pricing Strategies: Additional Considerations
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing

PART 4: EXTENDING MARKETING
Creating Competitive Advantage
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
APPENDICES

Marketing Plan
Marketing by the Numbers
Careers In Marketing