Marketing: An Introduction / Edition 11

Marketing: An Introduction / Edition 11

by Gary Armstrong, Philip Kotler

This best-selling, brief text introduces marketing through the lens of creating

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This best-selling, brief text introduces marketing through the lens of creating value for customers.

With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value—creating it and capturing it—drives every effective marketing strategy.

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Prentice Hall
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8.40(w) x 10.70(h) x 1.00(d)

Meet the Author

About the Authors

As a team, Gary Armstrong and Philip Kotler provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Armstrong is an award-winning teacher of undergraduate business students. Professor Kotler is one of the world’s leading authorities on marketing. Together they make the complex world of marketing practical, approachable, and enjoyable.


Gary Armstrong is Crist W. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. But Professor Armstrong’s first love is teaching. His Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program. His recent administrative posts include Chair of the Marketing Faculty, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and others. He works closely with business student groups and has received several campus-wide and business school teaching awards. He is the only repeat recipient of the school’s highly regarded Award forExcellence in Undergraduate Teaching, which he won three times. In 2004, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed at the University of North Carolina at Chapel Hill.


Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management: Analysis, Planning, Implementation, and Control (Prentice Hall), now in its eleventh edition and the most widely used marketing textbook in graduate schools of business. He has authored several successful books and has written over 100 articles for leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Dr. Kotler’s numerous major honors include the Paul D. Converse Award given by the American Marketing Association to honor “outstanding contributions to science in marketing” and the Stuart Henderson Britt Award as Marketer of the Year. He was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. He has also received the Charles Coolidge Parlin Award which each year honors an outstanding leader in the field of marketing. In 1995, he received the Marketing Educator of the Year Award from Sales and Marketing Executives International. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences (TIMS) and a director of the American Marketing Association. He has received honorary doctorate degrees from DePaul University, the University of Zurich, and the Athens University of Economics and Business. He has consulted with many major U.S. and foreign companies on marketing strategy. 


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Table of Contents

Part 1: Defining Marketing and the Marketing Process

Chapter 1: Marketing: Creating and Capturing Customer Value

Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2: Understanding the Marketplace and Consumers

Chapter 3: Analyzing the Marketing Environment

Chapter 4: Managing Marketing Information to Gain Customer Insights

Chapter 5: Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer-Driven Strategy and Mix

Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter 7: Products, Services, and Brands: Building Customer Value

Chapter 8: New Product Development and Product Life-Cycle Strategies

Chapter 9: Pricing: Understanding and Capturing Customer Value

Chapter 10: Marketing Channels: Delivering Customer Value

Chapter 11: Retailing and Wholesaling

Chapter 12: Communicating Customer Value: Advertising and Public Relations

Chapter 13: Personal Selling and Sales Promotion

Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships

Part 4: Extending Marketing

Chapter 15: The Global Marketplace

Chapter 16: Sustainable Marketing: Social Responsibility and Ethics

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