Marketing: An Introduction, plus MyMarketingLab with Pearson eText
Pearson Education Limited
978-0-273-76728-2 (ISBN)
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This package includes a physical copy of Marketing: An Introduction, 11/e by Gary Armstrong and Philip Kotler, as well as access to the eText.
For undergraduate Principles of Marketing courses.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy.
The eleventh edition reflects the latest trends in marketing, including new coverage on the shifting consumer/marketing relationship, marketing in an uncertain economy, and the latest technologies.
Part 1: Defining Marketing and the Marketing Process
Chapter 1: Marketing: Creating and Capturing Customer Value
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Understanding Consumer and Business Buyer Behavior
Part 3: Designing a Customer-Driven Strategy and Mix
Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 7: Products, Services, and Brands: Building Customer Value
Chapter 8: New Product Development and Product Life-Cycle Strategies
Chapter 9: Pricing: Understanding and Capturing Customer Value
Chapter 10: Marketing Channels: Delivering Customer Value
Chapter 11: Retailing and Wholesaling
Chapter 12: Communicating Customer Value: Advertising and Public Relations
Chapter 13: Personal Selling and Sales Promotion
Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships
Part 4: Extending Marketing
Chapter 15: The Global Marketplace
Chapter 16: Sustainable Marketing: Social Responsibility and Ethics
| Erscheint lt. Verlag | 21.6.2012 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 216 x 276 mm |
| Gewicht | 1230 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-76728-3 / 0273767283 |
| ISBN-13 | 978-0-273-76728-2 / 9780273767282 |
| Zustand | Neuware |
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