Product Cover Image

Marketing: An Introduction, 11th Edition

By Gary Armstrong, Philip Kotler

Published by Pearson

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