Marketing : an introduction.
Publisher: Harlow, England : Pearson, [2020] 2020Edition: Fourteenth edition / Gary Armstrong, Philip Kotler with Marc Oliver Opresnik; Global editionDescription: 676 pages : illustrations (colour) ; 28 cmContent type: text | still image Media type: unmediated Carrier type: volume001: BDZ0039878031ISBN: 9781292294865 (pbk.) :Subject(s): Marketing | Business and Management | Business & Management | Sales & marketingDDC classification: 658.8 LOC classification: HF5415 | .A7 2020Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Book | MAIN LIBRARY Book | 658.8 ARM (Browse shelf(Opens below)) | 1 | Available | 114729 |
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658.576 DUM Practical guide to usability testing / | 658.787 GLO RFID essentials | 658.8 AND Free : the future of a radical price / | 658.8 ARM Marketing : an introduction. | 658.8 ASS Consumer behavior and marketing action 3rd ed | 658.8 BAE Youtility : why smart marketing is about help not hype / | 658.8 BAK Marketing book |
Enhanced descriptions from Syndetics:
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.
Previous edition: 2016.
Includes bibliographical references and index.
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
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.
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