書籍分類
Marketing Manageme 14/e
作者：Kotler
原價：NT$ 1,500
ISBN：9780273753360
版次：14
年份：2011
出版商：Pearson Education
版次：14
年份：2011
出版商：Pearson Education
內容介紹 目錄
- Features
- Expose the many aspects of marketing: Holistic Marketing Approach. Holistic marketing is the development, design, and implementation of marketing programs, processes, and activities that recognize the breadth and interdependencies of today’s marketing environment. The four key dimensions of holistic marketing–internal, integrated, relationship, and performance marketing–are woven throughout this text and at times spelled out explicitly.
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Provide additional insight: Marketing Insight and Marketing Memo Boxes. Throughout this text, the Marketing Insight and Marketing Memo boxes provide in-depth conceptual and practical commentary.
- Almost half of the in-text boxes are new in this edition. Using actual companies and situations, these boxes cover a variety of products, services, and markets.
- Spark classroom discussions: Marketing in Action Mini-cases. The end-of-chapter sections now include two Marketing in Action mini-cases that highlight innovative, insightful marketing accomplishments from leading organizations.
- Address today’s economic, environmental, and technological changes in marketing:Throughout the new edition, these three areas are addressed with emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet, and mobile phones.
