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ksiazkitanie.pl > Oferowane produkty > Podręczniki, artykuły szkolne > Podręczniki do szkół podst. i średnich > PRINCIPLES OF MARKETING PLUS PEARSON GARY ARMSTRONG


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Principles of Marketing plus Pearson MyLab Marketing with Pearson eText, Global Edition   Learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers.  Principles of Marketing  helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the  18th Edition  is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.   Reach every student by pairing this text with Pearson MyLab Marketing MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. Pearson MyLab Marketing should only be purchased when required by an instructor. Please be sure you have the correct ISBN and Course ID. Instructors, contact your Pearson representative for more information.   Features New coverage and fresh examples address the latest customer engagement tools, practices, and developments ·     UPDATED - A 5-step customer engagement framework  ties together key concepts, and details how marketing  creates  customer value and  captures  value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community. ·     NEW and UPDATED - Material in both traditional marketing areas and on fast-changing and trending topics  such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.   Learner-focused features help students learn, link, and apply major concepts ·     NEW and REVISED - Chapter-opening Objective Outlines  preview chapter contents and learning objectives;  Chapter Previews  show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and  Vignettes --  engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest. ·     NEW - In-text examples  illustrate contemporary marketing practices and bring key course concepts to life.  ·     NEW and UPDATED - Each figure contains author comments  that ease and enhance student learning by introducing and explaining major chapter sections and figures. ·     NEW and REVISED - Application Cases  facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while  Company Cases  (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations. ·     NEW and REVISED - End-of-chapter Objectives Reviews  summarize major chapter concepts and link them to chapter objectives,  Key Terms  facilitate easy reference, and  Discussion Questions  and  Critical-Thinking Exercises  help students keep track of and apply what they’ve learned in the chapter.   Career-focused resources help students develop the skills today’s employers are looking for ·     NEW and UPDATED - Real Marketing highlights  provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara.   ·     Marketing Plan (Appendix 1)  contains a detailed sample marketing plan that helps students apply important marketing planning concepts. ·     NEW and REVISED - Marketing by the Numbers (Appendix 2)  provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix. ·     Careers in Marketing   (Appendix 3)  helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests.     This package includes MyLab™ Marketing,  the teaching and learning platform that empowers you to reach  every  student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and often improves results for each student.   ·     Teach your course your way:  Your course is unique. So whether you’d like to build your own assignments, teach multiple sections, or set prerequisites, MyLab gives you the flexibility to easily create your course to fit your needs. o    Marketing Metrics Assignments  let your students practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of marketing. ·     Empower each learner:  Each student learns at a different pace. Personalized learning pinpoints the precise areas where each student needs practice, giving all students the support they need -- when and where they need it -- to be successful. o   The  Study Plan  gives students personalized recommendations, practice opportunities, and learning aids to help them stay on track. o    Dynamic Study Modules  use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time. ·     Deliver trusted content:  You deserve teaching materials that meet your own high standards for your course. That’s why we partner with highly respected authors to develop interactive content and course-specific resources that you can trust -- and that keep your students engaged.  o    Pearson eText  is a simple-to-use, personalized reading experience available within MyLab. Students can use their computer or the mobile app to easily highlight and take notes all in one place -- even when offline.  o   Choose from a variety of engaging  Videos  that explore multiple business topics related to the theory students are learning in class.  Exercise Quizzes  assess students’ comprehension of the concepts in each video. ·     Improve student results:  When you teach with MyLab, student performance often improves. That’s why instructors have chosen MyLab for over 15 years, touching the lives of over 50 million students.  New to this Edition New coverage and fresh examples address the latest customer engagement tools, practices, and developments ·     A 5-step customer engagement framework  ties together key concepts, and details how marketing  creates  customer value and  captures  value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community. ·     Material in both traditional marketing areas and on fast-changing and trending topics  such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.   Learner-focused features help students learn, link, and apply major concepts ·     Chapter-opening Objective Outlines  preview chapter contents and learning objectives;  Chapter Previews  show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and  Vignettes --  engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest. ·     In-text examples  illustrate contemporary marketing practices and bring key course concepts to life.  ·     Each figure contains author comments  that ease and enhance student learning by introducing and explaining major chapter sections and figures. ·     Application Cases  facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while  Company Cases  (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations. ·     End-of-chapter Objectives Reviews  summarize major chapter concepts and link them to chapter objectives,  Key Terms  facilitate easy reference, and  Discussion Questions  and  Critical-Thinking Exercises  help students keep track of and apply what they’ve learned in the chapter.   Career-focused resources help students develop the skills today’s employers are looking for ·     Real Marketing highlights  provide fresh insights into real marketing practices from all-stars like Walmart, Amazon, Netflix, Apple, and more.   ·     Marketing by the Numbers (Appendix 2)  provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.   Table of Contents PART 1: DEFINING MARKETING AND THE MARKETING PROCESS 1. Marketing: Creating Customer Value and Engagement 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships   PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Consumer Markets and Buyer Behavior 6. Business Markets and Business Buyer Behavior   PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 8. Products, Services, and Brands: Building Customer Value 9. Developing New Products and Managing the Product Life Cycle 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Online, Social Media, and Mobile Marketing   PART 4: EXTENDING MARKETING 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics   Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers Appendix 3: Careers in Marketing

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