Language:Chinese.Paperback.Pub Date:2020-07-01 Publisher:The rapid development of digital technology of Renmin University of China Press has created a new. more fit and more interconnected marketing world. New consumer empowerment and new marketing analytics have a major impact on marketers and the consumers they serve. Marketing today is all about creating customer value and building profitable customer relationships in a rapidly changing marketplace of digital and social networks. Whether i.

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Bibliographic Details

Title: Marketing: Principles and Practice (17th Edition) New Edition(Chinese Edition)
Language: English
ISBN 10: 7300281192
ISBN 13: 9787300281193
Binding: paperback
Condition: New

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作者:菲利普�科特勒加里�阿姆斯特朗
出版社:中国人民大学出版社
ISBN:9787300281193
装订方式:平装
版次:第1版
开本:16开
出版时间:2020-07-01
用纸:胶版纸
数字技术的迅猛发展创造了一个崭新的、更加契合的、更加互联的市场营销世界。新消费者赋能和新市场营销分析，对于市场营销者及其服务的消费者都产生了重大影响。今天的市场营销，就是在数字和社交网络迅速变化的市场中创造顾客价值和建立盈利性顾客关系。无论是在传统的营销领域还是对前沿的主题，诸如顾客契合营销、大数据与新市场营销分析、全渠道营销和零售、顾客共同创造和赋能、建立品牌社群、营销内容创造与原生广告、组织间社交销售、社交媒体货币化等等，第17版都增加了诸多新内容。 ● 创新的顾客契合框架——在建立品牌、品牌对话、品牌体验和品牌社群中创造直接和持续的顾客参与。 ● 与数字概念、技术和实践的发展同步。 ● 追踪迅速变化的营销沟通和营销内容创造。 ● 强调可持续市场营销的重要性。 ● 对全球营销的增长展开实例讨论。教师可在出版社官网申请电子资源，配套电子资源包括：中英文PPT 中英文教师手册英文试题库

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