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Những nguyên lý cơ bản trong Marketing của Philip Kotler và Gary Amstrong Specialized Features New coverage in every chapter of the fourteenth edition shows how companies and consumers are dealing with marketing and the uncertain economy in the aftermath of the recent Great Recession. 5 1 to Enhance Your Learning Throughout the fourteenth edition, you will find revised coverage of the rapidly changing nature of customer relationships and new material on such topics as customer-managed relationships, crowdsourcing, social networking, and consumer-generated marketing. 2 From beginning to end, a fully integrated customer value framework captures the essence of today’s marketing. 3 The enhanced-learning design of the book features annotated, illustrated chapter- opening vignettes to introduce key chapter concepts. For each chapter, the Objectives Outline shows what students will need to know and where to find it. The end-of- chapter Reviewing Objectives and Key Terms summary tie back to the chapter objectives. 4 Updated annotated figures and author comments throughout each chapter provide the authors’ insights on key points. 5 Learn to think like a marketer using: • Study Plan. The Study Plan helps ensure that you have a basic understanding of course material before coming to class by guiding you directly to the pages you need to review. • Mini-Simulations. Move beyond the basics with interactive simulations that place you in a realistic marketing situation and require you to make decisions based on marketing concepts. • Applied Theories. Get involved with detailed videos, interactive cases, and critical-thinking exercises. • Critical Thinking. Experience real marketing situations that might not always have a right answer but will have a best answer. This allows for great discussion and debate with your classmates. And More: • Self-Assessments • Videos • Pearson eText • Flash Cards Go to www.mypearsonmarketinglab.com This page intentionally left blank Principles of Marketing This page intentionally left blank Principles of Marketing 14 | E PHILIP Kotler Northwestern University GARY Armstrong University of North Carolina Pearson Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Director of Development: Stephen Deitmer Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Editorial Project Manager: Meeta Pendharkar Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Jones Senior Marketing Manager: Anne Fahlgren Senior Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Senior Production Project Manager: Karalyn Holland Senior Operations Supervisor: Arnold Vila Creative Director: Christy Mahon Senior Art Director/Design Supervisor: Janet Slowik Interior and Cover Designer: Karen Quigley Cover Images: Matka Wariatka/Dreamstime, Imagebroker.net/SuperStock Manager, Rights and Permissions: Hessa Albader Acquisitions Editor, Digital Learning & Assessment: Josh Keefe Multimedia Product Manager: Cathi Profitko Editorial Media Project Manager: Joan Waxman Media Project Manager: Lisa Rinaldi Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Binder: Courier Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 9/12.5 Palatino Lt Standard Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on page C1. Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. Screen shots and icons reprinted with permission from the Microsoft Corporation. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation. Copyright © 2012, 2010, 2008, and 2006 by Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights reserved. Manufactured in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Education, Inc., Permissions Department, One Lake Street, Upper Saddle River, New Jersey 07458. Many of the designations by manufacturers and seller to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps. Library of Congress Cataloging-in-Publication Data Kotler, Philip. Principles of marketing / Philip Kotler, Gary Armstrong. — 14th ed. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-13-216712-3 ISBN-10: 0-13-216712-3 1. Marketing. I. Armstrong, Gary (Gary M.) II. Title. HF5415.K636 2011 658.8–dc22 2010052017 10 9 8 7 6 5 4 3 2 1 ISBN 10: 0-13-216712-3 ISBN 13: 978-0-13-216712-3 DEDICATION To Kathy, Betty, Mandy, Matt, KC, Keri, Delaney, Molly, Macy, and Ben; and Nancy, Amy, Melissa, and Jessica . www.mypearsonmarketinglab.com This page intentionally left blank Principles of Marketing This page intentionally left blank Principles of Marketing 14. chairman of the College on Marketing of the Institute of Manage- ment Sciences, a director of the American Marketing Association, and a trustee of the Market-

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