Marketing : an introduction /
Armstrong, Gary
Marketing : an introduction / Gary Armstrong, Philip Kotler. - Tenth edition. - xxviii, 541 pages : illustrations (chiefly color) ; 29 cm.
Includes bibliographical references and index.
Marketing: creating and capturing customer value --
Company and marketing strategy: partnering to build customer relationships --
Analyzing the marketing environment --
Managing marketing information to gain customer insights --
Understanding consumer and business buyer behavior --
Customer-driven marketing strategy: creating value for target customers --
Products, services, and brands: building customer value --
Developing new products and manging the product life cycle --
Pricing: understanding and capturing customer value --
Marketing channels: delivering customer value --
Retailing and wholesaling --
Communicating customer value: advertising and public relations --
Personal selling and sales promotion --
Direct and online marketing: building direct customer relationships --
The global marketplace --
Sustainable marketing: social responsibility and ethics.
For undergraduate courses in Principles of Marketing. This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
9780136102434 (alk. paper) 0136102433
2009046409
Marketing.
HF5415 / .K625 2011
658.8 / A.G.M
Marketing : an introduction / Gary Armstrong, Philip Kotler. - Tenth edition. - xxviii, 541 pages : illustrations (chiefly color) ; 29 cm.
Includes bibliographical references and index.
Marketing: creating and capturing customer value --
Company and marketing strategy: partnering to build customer relationships --
Analyzing the marketing environment --
Managing marketing information to gain customer insights --
Understanding consumer and business buyer behavior --
Customer-driven marketing strategy: creating value for target customers --
Products, services, and brands: building customer value --
Developing new products and manging the product life cycle --
Pricing: understanding and capturing customer value --
Marketing channels: delivering customer value --
Retailing and wholesaling --
Communicating customer value: advertising and public relations --
Personal selling and sales promotion --
Direct and online marketing: building direct customer relationships --
The global marketplace --
Sustainable marketing: social responsibility and ethics.
For undergraduate courses in Principles of Marketing. This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
9780136102434 (alk. paper) 0136102433
2009046409
Marketing.
HF5415 / .K625 2011
658.8 / A.G.M