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Marketing: An Introduction, 11th Edition

By Gary Armstrong, Philip Kotler

Published by Prentice Hall

Published Date: Jan 11, 2012

Description

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 readers how customer value—creating it and capturing it—drives every effective marketing strategy.

Table of Contents

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        

This title is also sold in the various packages listed below. Before purchasing one of these packages, speak with your professor about which one will help you be successful in your course.

Package ISBN-13: 9780133033106

Includes this title packaged with:

  • 2012 MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction, 11th Edition
    Gary Armstrong, Philip Kotler

$216.67 | Add to Cart

Package ISBN-13: 9780133499100

Includes this title packaged with:

  • Interpretive Simulations Access Code Card Group A
    INTERPRETIVE

$215.60 | Add to Cart

Package ISBN-13: 9780133129243

Includes this title packaged with:

  • Marketing PlanPro Premier, 3rd Edition
    Palo Alto

$230.00 | Add to Cart

Purchase Info

ISBN-10: 0-13-274403-1

ISBN-13: 978-0-13-274403-4

Format: Alternate Binding

This item has been upgraded to Marketing: An Introduction, 12th Edition.

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