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Pemasar harus mengembangkan rencana invasi segmen persegmen dan memilih pasar sasaran dengan cara yang bertanggung jawab secara social setiap saat. Daftar Pustaka Kotler, Philip., dan Keller, Kevin Lane. Manajemen Pemasaran, Edisi Ketiga Belas Jilid 1. Terjemahan oleh Adi Maulana dan Wibi Hardani. Jakarta: Erlangga. Download manajemen pemasaran philip kotler jilid 2 edisi 12 for FREE. All formats available for PC, Mac, eBook Readers and other mobile devices. Download manajemen pemasaran philip kotler jilid 2 edisi 12.pdf.
A P ion,9e Gary Armstrong University of North Carolina Philip Kotler Northwestern University Pearson Education International Preface 21 Acknowledgments PART 1 28 DEFINING MARKETING AND THE MARKETING PROCESS 1 34 Marketing: Creating and Capturing Customer Value 35 What Is Marketing? 37 Marketing Defined 37. The Marketing Process 38 Understanding the Marketplace and Customer Needs 38 Customer Needs, Wants, and Demands 38.
Market Offerings—Products, Services, and Experiences 39. Customer Value and Satisfaction 40. Exchanges and Relationships 40. Markets 40 Designing a Customer-Driven Marketing Strategy 41 Selecting Customers to Serve 41.
Choosing a Value Proposition 41. Marketing Management Orientations 42 Preparing an Integrated Marketing Plan and Program 45 Building Customer Relationships 45 Customer Relationship Management 45 1. 1 Marketing at Work Bike Friday: Creating Customer Evangelists 47 The Changing Nature of Customer Relationships 49 1.2 Marketing at Work Consumer-Generated Marketing: Ad Agency of the Year? 52 Partner Relationship Management 52 Capturing Value from Customers 54 Creating Customer Loyalty and Retention 54.
Growing Share of Customer 55. Building Customer Equity 55 The Changing Marketing Landscape 57 The Digital Age 58. Rapid Globalization 59. The Call for More Ethics and Social Responsibility 60. The Growth of Not-for-Profit Marketing 60 So, What Is Marketing? Pulling It All Together 61 REST STOP: Reviewing the Concepts 63, Navigating the Key Terms 64, Travel Log 64, Under the Hood: Focus on Technology 64, Focus on Ethics 65, Video Case 65 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 67 Companywide Strategic Planning: Defining Marketing's Role 69 Defining a Market-Oriented Mission 69.
Setting Company Objectives and Goals 71. Designing the Business Portfolio 71 2.