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Principles of Marketing 16 e Sixteenth Edition.Global Edition, Philip Kotler

  Judul Buku : Principles of Marketing 16 e Sixteenth Edition – Global Edition

Judul Buku:Principles of Marketing 16 e Sixteenth Edition – Global Edition
Pengarang:Philip Kotler – Gary Armstrong
Penerbit:PEARSON
Cetakan:Sixteenth Edition
Tahun Terbit:2016
Bahasa:Inggris
Jumlah Halaman:731
Kertas Isi:HVS
Cover:Flexi
Ukuran:22 x 28
Berat:1500
Kondisi:Baru
Harga: Rp435,000


Stock:1


Principles of Marketing 16 e Sixteenth Edition – Global Edition
Pengarang : Philip Kotler – Gary Armstrong
Penerbit : PEARSON


CONTENTS

Part 1: Defining Marketing and the Marketing Process 26
Marketing: Creating Customer Value and Engagement 26
What Is Marketing? 29
Marketing Defined 29 1
The Marketing Process 30
Understanding the Marketplace and Customer Needs 30
Customer Needs, Wants, and Demands 30 1
Market Offerings—Products, Services, and Experiences 30 1
Customer Value and Satisfaction 32 1
Exchanges and Relationships 32 1
Markets 32
Designing a Customer Value-Driven Marketing Strategy 33
Selecting Customers to Serve 33 J
Choosing a Value Proposition 33 1
Marketing Management Orientations 34
Preparing an Integrated Marketing Plan and Program 37
Building Customer Relationships 37
Customer Relationship Management 37 1
Engaging Customers 41 1
Partner Relationship Management 45
Capturing Value from Customers 46
Creating Customer Loyalty and Retention 46 1
Growing Share of Customer 46 1
Building Customer Equity 47
The Changing Marketing Landscape 48
The Digital Age: Online, Mobile, and Social Media Marketing 48 1
The Changing Economic Environment 50
The Growth of Not-for-Profit Marketing 51 1
Rapid Globalization 52 1
Sustainable Marketing—The Call for More Environmental and Social Responsibility 52
So, What Is Marketing? Pulling It All Together 53
OBJECTIVES REVIEW AND KEY TERMS 55 1
Objectives Review 55 1
Key Terms 56 1
DISCUSSION AND CRITICAL THINKING 56 1
Discussion Questions 56 1
Critical Thinking Exercises 57 1
MINICASES AND APPLICATIONS 57 1
Online, Mobile, and Social Media Marketing: Retro Console 57 1
Marketing Ethics: Extreme Baby Monitoring 57 1
Marketing by the Numbers: Consumers Rule! 58 1
Video Case: Zappos 58 1
Company Case: Abou Shakra Restaurant: Creating Customer Value the Old-Fashioned Way 58

2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 62
Company-Wide Strategic Planning: Defining Marketing's Role 64
Defining a Market-Oriented Mission 64 1
Setting Company Objectives and Goals 68 1
Designing the Business Portfolio 68
Planning Marketing: Partnering to Build Customer Relationships 72
Partnering with Other Company Departments 72 1
Partnering with Others in the Marketing System 73
Marketing Strategy and the Marketing Mix 74
Customer Value-Driven Marketing Strategy 74 1
Developing an Integrated Marketing Mix 78
Managing the Marketing Effort 79
Marketing Analysis 79 1
Marketing Planning 80 1
Marketing Implementation 80 1
Marketing Department Organization 82 1
Marketing Control 82
Measuring and Managing Marketing Return on Investment 83
OBJECTIVES REVIEW AND KEY TERMS 84 1
Objectives Review 84 1
Key Terms 85 1
DISCUSSION AND CRITICAL THINKING 86 1
Discussion Questions 86 1
Critical Thinking Exercises 86 1
MINICASES AND APPLICATIONS 86 1
Online, Mobile, and Social Media Marketing: Twitter Peaked? 86 1
Marketing Ethics: Predicting the Future 86 1
Marketing by the Numbers: McDonald's vs. Burger King 87 1
Video Case: OXO 87 1 Company Case: Dyson: Solving Customer Problems in Ways They Never Imagined 87

Part 2: Understanding the Marketplace and Customer Value 92
3 Analyzing the Marketing Environment 92
The Microenvironment 95
The Company 95 1
Suppliers 95 1
Marketing Intermediaries 96 1
Competitors 97 1
Publics 97
Customers 98
The Macroenvironment 98
The Demographic Environment 99 1
The Economic Environment 106 1
The Natural Environment 107 1
The Technological Environment 108 1
The Political and Social Environment 111 1
The Cultural Environment 114
Responding to the Marketing Environment 117
OBJECTIVES REVIEW AND KEY TERMS 119 1
Objectives Review 119 1
Key Terms 120 1
DISCUSSION AND CRITICAL THINKING 120 1
Discussion Questions 120 1
Critical Thinking Exercises 121 1
MINICASES AND APPLICATIONS 121 1
Online, Mobile, and Social Media Marketing: Social Data 121 1
Marketing Ethics: Your Insurance Renewal Notice Could Be a Trap 121 1 Marketing by the Numbers: Tiny Markets 122 1
Video Case: Ecoist 122 1
Company Case: Sony: Battling the Marketing Environment's "Perfect Storm" 122

4 Managing Marketing Information to Gain Customer Insights 128
Marketing Information and Customer Insights 130
Marketing Information and Today's "Big Data" 131 1
Managing Marketing Information 131
Assessing Marketing Information Needs 132
Developing Marketing Information 133
Internal Data 133 1
Competitive Marketing Intelligence 133
Marketing Research 135
Defining the Problem and Research Objectives 136 1
Developing the Research Plan 136 1
Gathering Secondary Data 137 1
Primary Data Collection 138 1
Implementing the Research Plan 148 1
Interpreting and Reporting the Findings 148
Analyzing and Using Marketing Information 148
Customer Relationship Management and Mining Big Data 148 1 Distributing and Using Marketing Information 149
Other Marketing Information Considerations 152
Marketing Research in Small Businesses and Nonprofit Organizations 152 1
International Marketing Research 153 1
Public Policy and Ethics in Marketing Research 154
OBJECTIVES REVIEW AND KEY TERMS 156 1
Objectives Review 1561
Key Terms 157 1
DISCUSSION AND CRITICAL THINKING 157 1
Discussion Questions 157 1
Critical Thinking Exercises 158 1
MINICASES AND APPLICATIONS 158 1
Online, Mobile, and Social Media Marketing: Online Snooping 158 1
Marketing Ethics: Research Ethics 158 1
Marketing by the Numbers: What's Your Sample? 159 1
Video Case: Domino's 159 1
Company Case: Oracle: Getting a Grip on Big Data 159

5 Consumer Markets and Buyer Behavior 164
Model of Consumer Behavior 166
Characteristics Affecting Consumer Behavior 167
Cultural Factors 167 1
Social Factors 171 1
Personal Factors 175 1
Psychological Factors 177
Types of Buying Decision Behavior 182
Complex Buying Behavior 182 1
Dissonance-Reducing Buying Behavior 182 1
Habitual Buying Behavior 182 1
Variety-Seeking Buying Behavior 183
The Buyer Decision Process 183
Need Recognition 184 1
Information Search 184 1
Evaluati of Alternatives 184 1
urchase Decision 185 1
Postpurchas Behavior 185
The Buyer Decision Process for New Products 186
Stages in the Adoption Process 186 1
Individual Differences in Innovativeness 187 1
Influence of Product Characteristics on Rate of Adoption 187
OBJECTIVES REVIEW AND KEY TERMS 188 1
Objectives Review 188 1 Key
Terms 189 1
DISCUSSION AND CRITICAL THINKING 189 1
Discussion Questions 1
Critical Thinking Exercises 190 1
MINICASES AND APPLICATIONS 190 1
Online, Mobile, and Social Media Marketing: Blogvertorial 190 1
Marketing Ethics: Liqu' Gold 190 1
Marketing by the Numbers: Evaluating Alternatives 1911
Video Cas Goodwill Industries 1911
Company Case: Veterinary Pet Insurance: Health Insurance for Our Furry—or Feathery—Friends 191

6 Business Markets and Business Buyer Behavior 196
Business Markets 198
Market Structure and Demand 199 1
Nature of the Buying Unit 200 1
Types of Decisions and the Decision Process 200
Business Buyer Behavior 201
Major Types of Buying Situations 201 1
Participants in the Business Buying Process 202 1
Major Influences on Business Buyers 203 1
The Business Buying Process 204 E-Procurement and Online Purchasing 208
Institutional and Government Markets 210
Institutional Markets 210 1
Government Markets 211
OBJECTIVES REVIEW AND KEY TERMS 213 1
Objectives Review 213 1
Key Terms 214 1
DISCUSSION AND CRITICAL THINKING 214 1
Discussion Questions 214 1
Critical Thinking Exercises 215 1
MINICASES AND APPLICATIONS 215 1
Online, Mobile, and Social Media Marketing: E-Procurement and Mobile Procurement 215 1
Marketing Ethics: Pay To Stay 215 1
Marketing by the Numbers: NAICS 216 1
Video Case: Eaton 216 1
Company Case: Cisco Systems: Solving Business Problems through Collaboration 216

Part 3: Designing a Customer Value-Driven Strategy and Mix 220
Customer-Driven Marketing Strategy: Creating Value for Target Customers 220
Market Segmentation 223
Segmenting Consumer Markets 223 1
Segmenting Business Markets 230 1
Segmenting International Markets 231
Requirements for Effective Segmentation 232
Market Targeting 232
Evaluating Market Segments 232 1
Selecting Target Market Segments 233
Differentiation and Positioning 238
Positioning Maps 2401
Choosing a Differentiation and Positioning Strategy 241 1
Communicating and Delivering the Chosen Position 246
MCTIVES REVIEW AND KEY TERMS 2471
Objectives Review 2471
KeyTerms 2481
IMCUSSION AND CRITICAL THINKING 2481
Discussion Questions 2481 :
Mica! Thinking Exercises 248 1
MINICASES AND APPLICATIONS 2491
Online, "le, and Social Media Marketing: SoLoMo (Social + Local + Mobile) 2491 Marketing Ethics: Unrealistic Bodies 249 1
Marketing by the Numbers: USAA 2491
VideoCase: Boston Harbor Cruises 2501
Company Case: Bentley Motors: Merentiation and Positioning in International Markets 250

8 Products, Services, and Brands: Building Customer Value 254
What Is a Product? 256
Products, Services, and Experiences 257 1
Levels of Product and Services 257 1
Product and Service Classifications 258
Product and Service Decisions 261
individual Product and Service Decisions 261 1
Product Line Decisions 267 1
Product Mix Decisions 267
Services Marketing 268
The Nature and Characteristics of a Service 2681
Marketing Strategies for Service Firms 270
Branding Strategy: Building Strong Brands 274
Brand Equity and Brand Value 275 1
Building Strong Brands 276 1
Managing Brands 283
OBJECTIVES REVIEW AND KEY TERMS 284 1
Objectives Review 284 1
ley Terms 285 1
DISCUSSION AND CRITICAL THINKING 285 1
Discussion Bastions 285 1
Critical Thinking Exercises 286 1
MINICASES AND APPLICATIONS 286 1
Online, Mobile, and Social Media Marketing: Funeral Plans 286 1
Marketing Ethics: $450 Starbucks Gift Card 286 1 Marketing
ry the Numbers: Pop-Tarts Gone Nutty! 286 1
Video Case: Life is good 287 1
Company Case: Mavi Jeans: Jeans That Fit 287

9 New Product Development and Product Life-Cycle Strategies 292
New Product Development Strategy 294
The New Product Development Process 295
Idea Generation 295 1
Idea Screening 299 1
Concept Development and Testing 299 1
Marketing Strategy Development 300 I
Business Analysis 301 1
Product Development 301 I
Test Marketing 302 1
Commercialization 303
Managing New Product Development 304
Customer-Centered New Product Development 304
Team-Based New Product Development 304 1
Systematic New Product Development 3051
New Product Development in Turbulent Times 306
Product Life-Cycle Strategies 306
Introduction Stage 308 1
Growth Stage 308 1
Maturity Stage 309 1
Decline Stage 310
Additional Product and Service Considerations 312
Product Decisions and Social Responsibility 312 1
International Product and Services Marketing 314
OBJECTIVES REVIEW AND KEY TERMS 315 1
Objectives Review 315 1
Key Terms 316 1
DISCUSSION AND CRITICAL THINKING 316 1
Discussion Questions 316 1
Critical Thinking Exercises 316 1
NICASES AND APPLICATIONS 317 1
nline, Mobile, and Social Media Marketing:
Reading Rainbow App 317 1
Marketing Ethics: There Is No Such Thing as A Miracle 317 1
Marketing by the Numbers: Dental House Calls 317 1
ideo Case: Subaru 318 1
ompany Case 3M: Where Innovation Is a Way of Life 318

10 Pricing: Understanding and Capturing 1
Customer Value 322 What Is a Price? 324
Major Pricing Strategies 325
Customer Value-Based Pricing 325 1
Cost-Based Pricing 329 1
Competition-Based Pricing 332
Other Internal and External Considerations Affecting Price Decisions 333
Overall Marketing Strategy, Objectives, and Mix 333 1
Organizational Considerations 336 1
The Market and Demand 336 1
The Economy 338 1
Other External Factors 339
OBJECTIVES REVIEW AND KEY TERMS 340 1
Objectives Review 3401
Key Terms 3411
DISCUSSION AND CRITICAL THINKING 341 1
Discussion Questions 3411
Critical Thinking Exercises 341 1
MINICASES AND APPLICATIONS 342 1
Online, Mobile, and Social Media Marketing: Sold Out 342 1
Marketing Ethics: Psychology of Mobile Payments 342 1
Marketing by the Numbers: Pricey Sheets 342 1
Video Case: Smashburger 343 1
Company Case: Cath Kidston: Nostalgic Fantasy That Creates Value for Consumers 343

11 Pricing Strategies: Additional Considerations 346
New Product Pricing Strategies 349
Market-Skimming Pricing 349 1
Market-Penetration Pricing 349
Product Mix Pricing Strategies 350
Product Line Pricing 350 1
Optional-Product Pricing 350 1
Captive-Product Pricing 351 1
By-Product Pricing 351 1
Product Bundle Pricing 352
Price Adjustment Strategies 352
Discount and Allowance Pricing 352 1
Segmented Pricing 353 1
Psychological Pricing 353 I
Promotional Pricing 354 1
Geographical Pricing 355 I
Dynamic and Internet Pricing 3561
International Pricing 359
Price Changes 360
Initiating Price Changes MO 1 Responding to Price Changes 363
Public Policy and Pricing 365
Pricing within Channel Levels 365 1
Pricing across Channel Levels 366
OBJECTIVES REVIEW AND KEY TERMS 367 1
Objectives Review 367 1 Key
Terms 368 1
DISCUSSION AND CRITICAL THINKING 3681
Discussion Questions 368 1
Critical Thinking Exercises 368 1
MINICASES AND APPLICATIONS 369 1
Online, Mobile, and Social Media Marketing: Online Price Glitches 369 1 Marketing Ethics: Breaking the Law or Cultural Norm? 369 1
Marketing by the Numbers: Louis Vuitton Price Increase 369 1
Video Case: Hammerpress 370 1
Company Case: Coach: Riding the Wave of Premium Pricing 370

12 Marketing Channels: Delivering Customer Value 374
Supply Chains and the Value Delivery Network 376
The Nature and Importance of Marketing Channels 377
How Channel Members Add Value 378 1
Number of Channel Levels 379
Channel Behavior and Organization 380
Channel Behavior 380 1
Vertical Marketing Systems 381 1
Horizontal Marketing Systems 383 1
Multichannel Distribution Systems 384 1
Changing Channel Organization 384
Channel Design Decisions 385
Analyzing Consumer Needs 386 1
Setting Channel Objectives 386 1
Identifying Major Alternatives 387
Evaluating the Major Alternatives 3881
Designing International Distribution Channels 388
Channel Management Decisions 389
Selecting Channel Members 389 1
Managing and Motivating Channel Members 390 1
Evaluating Channel Members 392
Public Policy and Distribution Decisions 392
Marketing Logistics and Supply Chain Management 393
Nature and Importance of Marketing Logistics 393 1
Goals of the Logistics System 394 1
ajor Logistics Functions 396
Integrated Logistics Management 399
OBJECTIVES REVIEW AND KEY TERMS 4011
Objectives Review 4011 Key
Terms 402 1
DISCUSSION AND CRITICAL THINKING 402 1
Discussion Questions 402
Critical Thinking Exercises 403 1
MINICASES AND APPLICATIONS 403 1
Online, Mobile, and Social Media Marketing: Self-Publishing 403 1
Marketing ting Ethics: Ethical Sourcing 403 1
Marketing by the Numbers: Tyson Expanding Distribution 404 1
Video Case: Gavifia Gourmet Coffee 4041
Company Case: Corning: Feeding Innovation through the Supply Chain 404

13 Retailing and Wholesaling 408
Retailing 410
Types of Retailers 4111
Retailer Marketing Decisions 417
Retailing Trends and Developments 424
Wholesaling 430
Types of Wholesalers 431 1
Wholesaler Marketing Decisions 433 1
Trends in Wholesaling 435
OBJECTIVES REVIEW AND KEY TERMS 436 1
Objectives Review 436 1
Key Terms 437 1
DISCUSSION AND CRITICAL THINKING 437 1
Discussion Questions 437 1
Critical Thinking Exercises 437 1
MINICASES AND APPLICATIONS 438 1
Online, Mobile, and Social Media Marketing: Guilty As Charged 438 1 Marketing Ethics: Footloose and Tax Free 438 1
Marketing by the Numbers: Inventory Management 438 1
Video Case: Home Shopping Network 439 1
Company Case: Leader Price: Good Quality, Low Price 439

14 Engaging Customers and Communicating Customer Value 444
The Promotion Mix 447
Integrated Marketing Communications 447
The New Marketing Communications nications Model 447
The Need for Integrated Marketing Communications 449
A View of the Communication Process 452
Steps in Developing Effective Marketing Communication 4
Identifying the Target Audience 454 1
Determining the Communication Objectives 454 1
Designing a Message 455 1
Choosing Communication Channels and Media 4571
Selecting the Message Source 458 1
Collecting Feedback 4
Setting the Total Promotion Budget and Mix 460
Setting the Total Promotion Budget 460 1
Shaping the Overall Promotion Mix 462 1
Integrating the Promotion Mix 464
Socially Responsible Marketing Communication 464
Advertising and Sales Promotion 465 1
Personal Selling 465
OBJECTIVES REVIEW AND KEY TERMS 466 1
Objectives Review 466 1
Key Terms 467 1
DISCUSSION AND CRITICAL THINKING 467 1
Discussion Questions 467 1
Critical Thinking Exercises 467 1
MINICASES AND APPLICATIONS 467 1
Online, Mobile, and Social Media Marketing: Spot the Difference 467 1 Marketing Ethics: Western Stereotypes 468 1
Marketing by the Numbers: Advertising-to-Sales Ratios 468 1
Video Case: OXO 468 1
Company Case: Snickers: Achieving Promotional Integration with a Universal Appeal—Hunger 469

15 Advertising and Public Relations 472
Advertising 474
Setting Advertising Objectives 475 1
Setting the Advertising Budget 477 1
Developing Advertising Strategy 477 1
Evaluating Advertising Effectiveness and the Return on Advertising Investment 486 1
Other Advertising Considerations 488
Public Relations 490
The Role and Impact of PR 491 1
Major Public Relations Tools 491
OBJECTIVES REVIEW AND KEY TERMS 493 1
Objectives Review 4931
Key Terms 494 1
DISCUSSION AND CRITICAL THINKING 494 1
Discussion Questions 494 1
Critical Thinking Exercises 495 1
MINICASES AND APPLICATIONS 495 1
Online, Mobile, and Social Media Marketing: Facebook Audience Network 495 1 Marketing Ethies: Lie To Me 495 1
Marketing by the Umbers: Dubai City Guide 496 1
Video Case: E*TRADE 496 1
Company Case: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars 496

16 Personal Selling and Sales Promotion 500
Personal Selling 502
The Nature of Personal Selling 502 1
The Role of the Sales Force 503
Managing the Sales Force 504
Designing the Sales Force Strategy and Structure 505 1
Recruiting and Selecting Salespeople 508 1
Training Salespeople 509 1
Compensating Salespeople 510 1
Supervising and Motivating Salespeople 510 1
Evaluating Salespeople and Sales Force Performance 512
Soda] Selling: Online, Mobile, and Social Media Tools 512
The Personal Selling Process 515
Steps in the Selling Process 515 1
Personal Selling and Managing Customer Relationships 517
Sales Promotion 518
The Rapid Growth of Sales Promotion 519 1
Sales Promotion -injectives 519 1
Major Sales Promotion Tools 520
Developing the Sales Promotion Program 524
ILECTIVES REVIEW AND KEY TERMS 5251
Objectives Review 5251
Spo Terms 526 1
DISCUSSION AND CRITICAL THINKING 526 1
Discussion Uestions 526 1
Critical Thinking Exercises 527 1
MINICASES AND WPUCATIONS 527 1
Online, Mobile, and Social Media Marketing: Sales
Promotions 527 1
Marketing Ethics: Drug Dealing 527 1
Marketing by the Umbers: Salesforce Analysis 528 1
Video Case: MedTronic 528 1
Company Case: SunGard: Building Sustained Growth by Selling the S&4Gard Way 528

17 Direct, Online, Social Media, and Mobile Marketing 532
Direct and Digital Marketing 534
The New Direct Marketing Model 535
Rapid Growth of Direct and Digital Marketing 535 1
Benefits of Direct and Digital Marketing to Buyers and Sellers 536
Forms of Direct and Digital Marketing 536
Digital and Social Media Marketing 538
Marketing, the Internet, and the Digital Age 539 1
Online Marketing 540 1
Social Media Marketing 544 1
Mobile Marketing 547
Traditional Direct Marketing Forms 550
Direct-Mail Marketing 550 1
Catalog Marketing 551
Telemarketing 552 1
Direct-Response Television Marketing 553 1
Kiosk Marketing 554
Public Policy Issues in Direct and Digital Marketing 554
Irritation, Unfairness, Deception, and Fraud 554 1
Consumer Privacy 555
A Need for Action 556
OBJECTIVES REVIEW AND KEY TERMS 557 1
Objectives Review 557 1
Key Terms 559 1
DISCUSSION AND CRITICAL THINKING 559 1
Discussion Questions 559 1
Critical Thinking Exercises 559 1
MINICASES AND APPLICATIONS 559 1
Online, Mobile, and Social Media Marketing: On the Move 559 1
Marketing Ethics: Tracking in "Meat Space" 560 1
Marketing by the Numbers: Mobile Advertising 560 1
Video Case: Home Shopping Network 560 1
Company Case: Pinterest: Revolutionizing the Web—Again 561

Part 4: Extending Marketing 566
18 Creating Competitive Advantage 566
Competitor Analysis 569
Identifying Competitors 569 1
Assessing Competitors 571 1
Selecting Competitors to Attack and Avoid 573 1
Designing a Competitive Intelligence System 575
Competitive Strategies 575
Approaches to Marketing Strategy 575 1
Basic Competitive Strategies 577
Competitive Positions 580 1
Market Leader Strategies 580
Market Challenger Strategies 583 1
Market Follower Strategies 584 1
Market Nicher Strategies 584
Balancing Customer and Competitor Orientations 585
OBJECTIVES REVIEW AND KEY TERMS 586 1
Objectives Review 586 1
Key Terms 587 1
DISCUSSION AND CRITICAL THINKING 587 1
Discussion Questions 587 1
Critical Thinking Exercises 587 1
MINICASES AND APPLICATIONS 588 1
Online, Mobile, and Social Media Marketing: I'll Eat My Hat 588 1
Marketing Ethics: Corporate Spying against Nonprofits 588 1
Marketing by the Numbers: Market Share 588 1
Video Case: Umpqua Bank 589 1
Company Case: L.L.Bean: A Customer-Centric Icon Focuses Inward 589

19 The Global Marketplace 592
Global Marketing Today 594
Looking at the Global Marketing Environment 596
The International Trade System 596 1
Economic Environment 598 1
olitical-Legal Environment 599
Cultural Environment 600
Deciding Whether to Go Global 602
Deciding Which Markets to Enter 603
Deciding How to Enter the Market 604
Exporting 604 1
Joint Venturing 605 1
Direct Investment 606
Deciding on the Global Marketing Program 607
Product 609 1
Promotion 611 1
Price 613 1
Distribution Channels 614
Deciding on the Global Marketing Organization 615
OBJECTIVES REVIEW AND KEY TERMS 616 1
Objectives Review 616 1 Key Terms 617 1 DISCUSSION AND CRITICAL THINKING 617 1 Discussion Questions 617 1
C riticaE Thinking txercises 617 1
MINICASES AND
APPLICATIONS 618 1
Online, Mobile, and Social Media Marketing: Russian E-Commerce 618 1 Marketing Ethics: Cleaning Up the Chinese Pharmaceutical Market 618 1 Marketing by the Numbers: Attracting Alternative Markets 618 1
Video Case: The U.S. Film Industry 619 1
Company Case: IKEA: Making Life Better for the World's Many People 619

20 Social Responsibility and Ethics 624
Sustainable Marketing 627
Social Criticisms of Marketing 628
Marketing's Impact on Individual Consumers 628
Marketing's Impact on Society as a Whole 632 1
Marketing's Impact on Other Businesses 634
Consumer Actions to Promote Sustainable Marketing 635
Consumerism 635 1
Environmentalism 636 1
Public Actions to Regulate Marketing 641
Business Actions toward Sustainable Marketing 641
Sustainable Marketing Principles 641 1
Marketing Ethics 6
The Sustainable Company 648
OBJECTIVES REVIEW AND KEY TERMS 648 1
Objectives Review 648 1
Key Terms 649 1
DISCUSSION AND CRITICAL THINKING 649 1
Discussion Questions 649 1
Critical Thinking Exercises 650 1
MINICASES AND APPLICATIONS 650 1
Online, Mobile, and Social Media Marketing: Teens and Social Media 650 1 Marketing Ethics: Pricey Deal? 650 1
Marketing by the Numbers: The Cost of Sustainability 650 1
Video Case: Life is good 651 1
Company Case: Warby Parker: Eyewear with a Purpose 651

Appendix 1: Marketing Plan 655
Appendix 2: Marketing by the Numbers 665
Appendix 3: Careers in Marketing 681

Glossary 691
Index 699


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