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Marketing Gary Armstrong

Marketing By Gary Armstrong

Marketing by Gary Armstrong

Reviews:
$11.99
Condition - Very Good
Out of stock
Very Good

Summary

This text is designed to help students master the basic concepts and practices of modern marketing. The 5th edition contains information on environmental sustainability and management, and applications and exercises covering marketing on the Internet, at the end of each chapter.

Marketing Summary

Marketing: An Introduction by Gary Armstrong

For courses in Principles of Marketing at four year and two year colleges.

This accessible, shorter overview helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars-(1) theory and concepts; (2) practices and applications; and (3) pedagogy-cultivating an efficient, effective teaching and learning environment.

Table of Contents

I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS.

1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.

II. ANALYZING MARKETING OPPORTUNITIES.

3. The Global Marketing Environment.
4. Marketing Research and Information Systems.
5. Consumer and Business Buyer Behavior.

III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX.

6. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
7. Product and Services Strategies.
8. New-Product Development and Life-Cycle Strategies.
9. Pricing Products: Pricing Considerations and Strategies.
10. Distribution Channels and Logistics Management.
11. Retailing and Wholesaling.
12. Integrated Marketing Communications: Advertising and Public Relations.
13. Integrated Marketing Communications: Personal Selling and Sales Promotion.
14. Direct and On Line Marketing.

IV. EXTENDING MARKETING.

15. The Global Marketplace.
16. Marketing and Society: Social Responsibility and Marketing Ethics.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Endnotes.
Video Cases.
Credits.
Indices.

Additional information

GOR001815545
9780130127716
013012771X
Marketing: An Introduction by Gary Armstrong
Gary Armstrong
Used - Very Good
Paperback
Pearson Education (US)
1999-07-29
736
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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

Customer Reviews - Marketing