TY  - BOOK
AU  - Armstrong,Gary
AU  - Kotler,Philip
AU  - Opresnik,Marc O.
TI  - Marketing: an introduction
SN  - 9781292294865 (pbk.) :
AV  - HF5415 .A7 2020
U1  - 658.8 23
PY  - 2020///]
PY  - 2020///
CY  - Harlow, England
PB  - Pearson
KW  - Marketing
KW  - Business and Management
KW  - ukslc
KW  - Business & Management
KW  - thema
KW  - Sales & marketing
N1  - 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
N2  - 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
ER  -