000 02292cam a2200301 i 4500
001 22191447
003 Urbe University
005 20250211163606.0
008 210825s2023 njua b 001 0 eng
010 _a 2021040531
020 _a9780137476459
_q(paperback)
040 _aDLC
_beng
_erda
_cDLC
_dDLC
042 _apcc
050 0 0 _aHF5415
_b.K625 2023
082 0 0 _a658.8
_223
100 1 _aArmstrong, Gary
_q(Gary M.),
_eauthor.
245 1 0 _aMarketing :
_ban introduction /
_cGary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.
250 _aFifteenth edition.
260 _aHoboken, NJ :
_bPearson ,
_c2023
300 _axxiv, 676 pages :
_bcolor illustrations ;
_c28 cm
504 _aIncludes bibliographical references and index.
520 _a"Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers. Then, more than just making a sale, today's marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers' conversations and lives. In this digital age, to go along with their tried-and-true traditional marketing methods, marketers have a dazzling set of new online, mobile, and social media tools for engaging customers anytime, anyplace to jointly shape brand conversations, experiences, advocacy, and community. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity. The fifteenth edition of Marketing: An Introduction reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Students learn how customer value and customer engagement drive every good marketing strategy"--
650 0 _aMarketing.
700 1 _aKotler, Philip,
_eauthor.
906 _a7
_bcbc
_corignew
_d1
_eecip
_f20
_gy-gencatlg
942 _2lcc
_cBK
999 _c567
_d567