Principles of Marketing, 19th Edition - Couverture souple

Gary Armstrong; Prafulla Agnihotri

Couverture souple

ISBN 10 : 9357055215 ISBN 13 : 9789357055215

Editeur : Pearson, 2023

Synopsis

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. The feature-enriched content and simple language make this book a must-read for students and practicing managers to understand the fundamentals of marketing and the latest developments in the industry. Features – Marketing in a Digital Age of Customer Value and Engagement Threats and opportunities caused by the COVID-19 pandemic for marketers. New Real-World Brand Stories Highlights, Cases, and In-Text Examples like McDonald’s, Gillette, Nestle-Maggi, Hindustan Unilever Ltd., Procter and Gamble, Colgate-Palmolive, etc. Case studies on Indian brands like Patanjali Ayurved, Royal Enfield, Titan, Indigo Airlines, and many others

Détails de l'édition

• Éditeur: Pearson
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 9357055215
• ISBN 13: 9789357055215
• Reliure: Broché
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie