Name: Marketing: An Introduction, Global Edition By Gary Armstrong
SKU: 9781292294865
Availability: OutOfStock

Marketing: An Introduction, Global Edition Summary

Marketing: An Introduction, Global Edition by Gary Armstrong

For undergraduate principles of marketing courses. Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

PART 1: DEFINING MARKETING AND 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 CONSUMER 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 STRATEGY AND MIX 6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 7. Products, 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 Consumers 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

Additional information

Sku

CIN1292294868VG

ISBN 13

9781292294865

ISBN 10

1292294868

Title

Marketing: An Introduction, Global Edition by Gary Armstrong

Author

Gary Armstrong

Condition

Used - Very Good

Binding type

Paperback

Publisher

Pearson Education Limited

Year published

20190726

Number of pages

680

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Marketing: An Introduction, Global Edition Gary Armstrong

Marketing: An Introduction, Global Edition by Gary Armstrong

Marketing: An Introduction, Global Edition Summary

Marketing: An Introduction, Global Edition by Gary Armstrong

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