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Marketing: An Introduction Plus 2014 MyMarketingLab with Pearson eText -- Access Card Package, 12th Edition

By Gary Armstrong, Philip Kotler

Published by Pearson

Published Date: Apr 16, 2014

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Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.


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 Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies.

MyMarketingLabfor Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.

This program will provide a better teaching and learning experience—for you and your students.

  • Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
  • Guide Student’s Learning: The text’s active and integrative “Road to Learning Marketing” presentation helps students learn, link, and apply major concepts.
  • Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
  • Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies.

0133763528 / 9780133763522 Marketing: An Introduction Plus NEW MyMarketingLab with Pearson eText -- Access Card Package

Package consists of

  • 0133451275 / 9780133451276 Marketing: An Introduction
  • 0133455122 / 9780133455120 NEW MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction

MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

Table of Contents

Brief Contents


1 Marketing: Creating and Capturing Customer Value 2

2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36


3 Analyzing the Marketing Environment 64

4 Managing Marketing Information to Gain Customer Insights 96

5 Understanding Consumer and Business Buyer Behavior 130


6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168

7 Products, Services, and Brands: Building Customer Value 200

8 New Product Development and Product Life-Cycle Strategies 236

9 Pricing: Understanding and Capturing Customer Value 264

10 Marketing Channels: Delivering Customer Value 302

11 Retailing and Wholesaling 334

12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366

13 Personal Selling and Sales Promotion 402

14 Direct, Online, Social Media, and Mobile Marketing 434


15 The Global Marketplace 466

16 Sustainable Marketing: Social Responsibility and Ethics 494

Appendix 1 Company Cases 523

Appendix 2 Marketing Plan 557

Appendix 3 Marketing by the Numbers 569

Glossary 587

References 597

Index 623