Principles of marketing [e-book] / Philip KOTLER ; Gary ARMSTRONG  . -  17th ed. . - Harlow : PEARSON, 2017 . - 736 p.
ISBN : 978-1-292-22023-9
Langues : Anglais (eng)

Mots-clés :	Management COMPETITIVITE ; ETHIQUE ; GESTION DE LA RELATION CLIENT ; GESTION DU MARKETING ; MARKETING DIRECT ; MARKETING MIX ; MARKETING STRATEGIQUE ; PROMOTION DES VENTES ; PUBLICITE ; RELATIONS PUBLIQUES ; RESPONSABILITE SOCIALE DE L'ENTREPRISE
Index. décimale :	121.55 GESTION DU MARKETING
Résumé :	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 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
Nombre d'accès :	1
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