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Principles of marketing / Philip Kotler,... Gary Armstrong,... Sridhar Balasubramanian,...
Livre
Edited by Pearson - 2024
Principles of Marketing presents a comprehensive overview of basic marketing concepts, strategies, and practices within a customer engagement framework, which shows how creating and capturing customer value drives effective marketing strategies. The nineteenth edition continues to reflect the trends and shifting forces that impact marketing, with added discussions on major digital transformations in marketing research; omni-channel marketing; real-time cutomer listening and marketing; and digital, mobile, and social media marketing. It also includes new coverage of how companies are dealing with recent disruptions in the marketing environment, such as the rapid rise of digital technologies, large economic swings, extreme environmental patterns, and global health crises. Key features : New and updated - Each chapter contains a chapter-opening vignette and two real marketing features that provide engaging marketing stories of real companies, with a special focus on brand marketing strategies and contemporary marketing issues across the globe ; New and updated - A company case concludes each chapter and prompts students to apply marketing concepts and critical thinking to challenges faced by real companies and brands ; New and revised - Chapter 17 is now a standalone digital marketing strategy chapter, organized around a four-step digital marketing process. Updated with new organizing frameworks, concepts, and examples, Chapters 19 and 20 offer focused coverage of global and sustainable marketing ; New - Care has been taken to ensure that the interests of diversity, equity, and inclusion (DEI) are responsibly represented in the treatment of marketing topics, examples, and illustrations. Discussions on gender segmentation and gender-neutral marketing, DEI in advertising, and subcultures show how marketers are applying DEI values in their strategies and actions. Available separately for purchase is MyLab Marketing for Principles of Marketing, the teaching and learning platform that empowers instructors to personalize learning for every student. When combined with Pearson's trusted educational content, this optional suite helps deliver the desired learning outcomes.
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