商品説明
この人気のある教本の第11版は、以下の4大販売テーマに基づいて発展を続けている。即ち、収益性のある顧客関係の構築と管理、ブランドの資産的価値を創造するための強力なブランドの構築とその管理、デジタル時代にふさわしい新しい販売技術の利用、世界規模での社会的に責任のある販売だ。完全に最新のデータに基づき合理化した本書は、現代の販売ドラマを示す話を語ってくれ、この動的で常に変化している分野に影響を与える主要勢力を反映している。主な話題：販売環境、情報の管理、消費者及び企業購買者の行動、区分け、 目標の設定、ポジショニング、ブランド戦略、 流通経路、広告と販売促進、直接販売、世界市場。自営であれ会社勤めであれ、販売に携わる人の必読書。
レビュー
*NEW - Customer-value, customer-relationships framework--Includes a completely revised Chapter 1 that shows this framework from the very start of the text; a reworked Chapter 2 that places profitable customer relationships at the very center of marketing; and in all, from the first chapter through the last, this text reinforces the theme that value enhances profit. The result: Students have a comprehensive overview that is continually referred to throughout the text, and reflects the major trends and forces that are impacting marketing in this new age of managing profitable customer relationships. *NEW-New five-step model of the marketing process - Shows students how marketers reap rewards by developing customer loyalty, market share, profits, and customer equity. "Are the real marketing examples in your text consistently updated so every one is based on current articles and sources?"*NEW--Chapter-opening and Real Marketing examples--These popular vignettes illustrate important new concepts within real world business applications. Every one has been revised, updated, or replaced to ensure the examples reflect current research and sources. Examples of new openers and vignettes: - NASCAR: Creating Customer Experiences (Ch 1) - McDonald's: I'm Lovin' It! (Ch 3) - Lexus: Delighting Customers to Keep them Coming Back (Ch 5) - UPS: What Can Brown do for Business Customers? (Ch 6) - Pottery Barn Lifestyle (Ch 7)"Do you use videos in your classroom?" **NEW - Video segments on VHS, DVD, and online. Every segment in the Kotler/Armstrong 12e library is new for this edition. Professionally produced for Prentice Hall. Featured companies include American Express, NFL, and Reebok. - Do your students need a copy? Instructors can also choose to have the segments on DVD shrink-wrapped with this text at no additional cost. (Bookstores must be notified in advance to ensure they stock this special package for students.) "Is it important to you that branding is covered throroughly in your book?"*NEW-New material on brand equity, brand value, brand positioning, managing brands, and rebranding. Enables students to understand the importance of developing strong brand positions. "Are you looking for a text that integrates international and ethical coverage?" *NEW--Global marketing--Offers integrated chapter-by-chapter coverage, as well as a revised Chapter 19 that focuses on global marketing considerations. *NEW-Socially responsible marketing - Offers integrated chapter-by-chapter coverage, as well as a revised Chapter 3 that focuses on ethics and socially responsible marketing. "Are you using or interested in using a simulation to complement your principles of marketing textbook?"*NEW - Simulations from Interpretive Simulations! Instructors, please visit: www.prenhall.com/interpretive for additional information. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both!
