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Marketing Gary Armstrong

Marketing By Gary Armstrong

Marketing by Gary Armstrong

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$5.92
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Summary

For undergraduate courses in Principles of Marketing. This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.

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Marketing Summary

Marketing: An Introduction by Gary Armstrong

This best-selling, brief text introduces marketing through the lens of creating value for customers.

Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value-creating it and capturing it-drives every effective marketing strategy.

The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.

Table of Contents

Part 1-Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2-Understanding the Marketplace and Consumers
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-Driven Marketing Strategy and Marketing Mix
6. Customer-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. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4-Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

APPENDIXES
Marketing Plan
Marketing by the Numbers



Additional information

CIN0136102433G
9780136102434
0136102433
Marketing: An Introduction by Gary Armstrong
Gary Armstrong
Used - Good
Paperback
Pearson Education (US)
2010-02-28
648
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 good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Marketing