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Marketing: An Introduction, 8th Edition

By Gary Armstrong, Philip R. Kotler

Published by Prentice Hall

Published Date: Feb 27, 2006

Table of Contents

PART I:       Defining Marketing and the Marketing Process

Chapter 1.    Marketing: Managing Profitable Customer Relationships

Chapter 2.    Company and Marketing Strategy: Partnering to Build Customer Relationships

 

PART II:      Understanding the Marketplace of Consumers

Chapter 3.    The Marketing Environment

Chapter 4.    Managing Marketing Information

Chapter 5.    Consumer and Business Buyer Behavior

 

PART III:    Designing a Customer-Driven Marketing Strategy and Marketing Mix

Chapter 6.    Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers

Chapter 7.    Product, Services, and Branding Strategy

Chapter 8.    New-Product Development and Product Life-Cycle Strategies

Chapter 9.    Pricing: Understanding and Capturing Customer Value

Chapter 10.  Marketing Channels and Supply Chain Management

Chapter 11.  Retailing and Wholesaling

Chapter 12.  Communicating Customer Value: Advertising, Sales Promotion, and Public Relations

Chapter 13.  Communicating Customer Value: Personal Selling and Direct Marketing

 

PART IV:     Extending Marketing

Chapter 14.  Marketing in the Digital Age

Chapter 15.  The Global Marketplace

Chapter 16.  Marketing Ethics and Social Responsibility

 

Appendix 1: Video Cases
Appendix 2: Marketing Plan
Appendix 3: Marketing Math
Appendix 4: Careers in Marketing

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Purchase Info

ISBN-10: 0-13-186591-9

ISBN-13: 978-0-13-186591-4

Format: Book

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