Principles of marketing

• Verfasst von: Kotler, Philip [VerfasserIn]
• Verfasst von: Armstrong, Gary [VerfasserIn]
• Verfasst von: Balasubramanian, Sridhar [VerfasserIn]
• Verfasst von: Agnihotri, Prafulla Y. [VerfasserIn]
• Titel: Principles of marketing
• Verf.angabe: Philip Kotler, Gary Armstrong, Sridhar Balasubramanian, Prafulla Y. Agnihotri
• Ausgabe: Nineteenth edition.
• Verlagsort: Uttar Pradesh, India
• Verlag: Pearson India Education Services Pvt Ltd
• E-Jahr: 2023
• Jahr: [2023]
• Umfang: 1 online resource (2497 pages)
• Illustrationen: illustrations
• Fussnoten: Includes bibliographical references and index
• ISBN: 978-93-5705-558-1
• ISBN: 93-5705-558-4
• Datenträger: Online-Ressource
• Sprache: eng
• Sach-SW: Marketing
• Sach-SW: marketing
• K10plus-PPN: 190084883X
• K10plus-PPN:
  Universitätsbibliothek
• Lokale URL UB: Zum Volltext
• Lokale URL UB: Bibliothek der Medizinischen Fakultät Mannheim der Universität Heidelberg
• Bibliothek/Idn: UW / m4573905502
• Lokale URL Inst.: Zum Volltext

Abstract

Principles of Marketing 19th Edition discusses today’s key marketing challenge to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Presenting fundamental marketing information embedded with the innovative customer-value framework, this book helps students understand how to create value and gain loyal customers. This edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. The text has been thoroughly revised to reflect the major trends and forces impacting marketing in this era of customer value and high-tech customer relationships. Emphasizing the great role that social media and technology play in contemporary marketing, it’s packed with new stories and examples illustrating how companies employ innovative techniques to gain competitive advantage–from traditional marketing all-stars to new-age digital competitors.