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Marketing : an introduction / Gary Armstrong; Philip Kotler
Boston : Pearson, 2023
701 pages. : illustrations (colour) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers. Then, more than just making a sale, today's marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers' conversations and lives. In this digital age, to go along with their tried-and-true traditional marketing methods, marketers have a dazzling set of new online, mobile, and social media tools for engaging customers anytime, anyplace to jointly shape brand conversations, experiences, advocacy, and community. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity. The fifteenth edition of Marketing: An Introduction reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Students learn how customer value and customer engagement drive every good marketing strategy
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Marketing : an introduction. / Gary Armstrong, Philip Kotler, Marc O Opresnik
Upper Saddle River : Pearson, 2020
676 pages. : illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
"Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios."
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