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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Overview

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.

Product Details

ISBN-13:
9780132744034
Publisher:
Prentice Hall
Publication date:
01/25/2012
Pages:
672
Product dimensions:
8.40(w) x 10.70(h) x 1.00(d)

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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