Marketing : an introduction /
Armstrong, Gary
Marketing : an introduction / Gary Armstrong, Philip Kotler. - Eleventh edition, Global edition. - 534 pages, 112 variously numbered pages : colour illustrations ; 28 cm
Previous ed.: Boston, Mass.; London: Pearson, 2011.
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 an managing the product life cycle -- Pricing: understanding and capturing customer value -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Commincating 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 -- Appendix 1: Company cases -- Appendiex 2: Marketing plan -- Appendix 3: Marketing by the numbers.
0273767186 9780273767183
Marketing--Textbooks
658.8
Marketing : an introduction / Gary Armstrong, Philip Kotler. - Eleventh edition, Global edition. - 534 pages, 112 variously numbered pages : colour illustrations ; 28 cm
Previous ed.: Boston, Mass.; London: Pearson, 2011.
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 an managing the product life cycle -- Pricing: understanding and capturing customer value -- Marketing channels: delivering customer value -- Retailing and wholesaling -- Commincating 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 -- Appendix 1: Company cases -- Appendiex 2: Marketing plan -- Appendix 3: Marketing by the numbers.
0273767186 9780273767183
Marketing--Textbooks
658.8