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Product details:
- ISBN-10 : 013414953X
- ISBN-13 : 978-0134149530
- Author: Gary Armstrong; Philip Kotler
Marketing: An Introduction shows students how customer value―creating it and capturing it―drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.
The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices.
Table of contents:
Part 1: Defining Marketing and the Marketing Process
1. Marketing Creating Customer Value and Engagement
2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and
Relationships
Part 2: Understanding the Marketplace and Customer Value
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix
6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers
7. Product, Services, and Brands Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing Understanding and Capturing Customer Value
10. Marketing Channels Delivering Customer Value
11. Retailing and Wholesaling
12. Engaging Customers and Communicating Customer Value Advertising and Public
Relations
13. Personal Selling and Sales Promotion
14. Direct, Online, Social Media, and Mobile Marketing
Part 4: Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing Social Responsibility and Ethics
Appendix 1. Company Cases
Appendix 2. Marketing Plan
Appendix 3. Marketing by the Numbers
Appendix 4. Careers in Marketing
References
Glossary
Credits
Index
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