Publication date taken from publisher's website.
Creating value for customers in order to capture value from customers in return. Today's marketers must be good at creating customer value, ... media technologies that help brands to engage customers more deeply and interactively.
Illustrative examples and case studies are drawn from across Europe and around the world. Following the most extensive market research, this edition has been revised and updated to include
Today's marketing challenge is creating vibrant, interactive communities of consumers who make products and brands a part of their daily lives. Learn how to create value and gain loyal customers....
Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn. realistic, and theoretically more accurate, but developing such a ... Robertson and Barich (1992) find that in BtoB markets, at a broad strategic level, they could break customers down ...
"Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary.
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.
Much of the material included in the text reflects the actual practices of the leading marketers in the United States.
This book describes these basic principles of marketing, and while the authors recognize that each decision may be slightly different from any previous decision, the rules or principles remain the same.
The book presents fundamental marketing information in a comprehensive format, including coverage on sustainability and a focus on marketing in the challenging economic climate of the 2010s.
Principles of Marketing Management