Your textbook…
Cover image for Marketing: An Introduction, 9th Edition
View larger cover

Marketing: An Introduction, 9th Edition

By Gary Armstrong, Philip Kotler

ISBN-10: 0-13-602113-1

ISBN-13: 978-0-13-602113-1What's this?

Published by Prentice Hall

© 2009

Pub. Date: Feb 21, 2008

Format: Paper

Table of Contents

Part 1—Defining Marketing and the Marketing Process
1.    Marketing:  Creating and Capturing Customer Value
2.    Company and Marketing Strategy:  Partnering to Build Customer Relationships

Part 2—Understanding the Marketplace and Consumers
3.    Analyzing the Marketing Environment
4.    Managing Marketing Information to Gain Customer Insights
5.    Understanding Consumer and Business Buyer Behavior

Part 3—Designing a Customer-Driven Marketing Strategy and Marketing Mix
6.    Customer-Driven Marketing Strategy:  Creating Value for Target Customers
7.    Products, Services, and Brands:  Building Customer Value
8.    New-Product Development and Life-Cycle Strategies
9.    Pricing:  Understanding and Capturing Customer Value
10.    Marketing Channels:  Delivering Customer Value
11.    Retailing and Wholesaling
12.    Communicating Customer Value:  Advertising and Public Relations
13.    Communicating Customer Value:  Personal Selling and Sales Promotion
14.    Direct and Online Marketing:  Building Direct Customer Relationships

Part 4—Extending Marketing
15.    The Global Marketplace
16.    Marketing Ethics and Social Responsibility

APPENDICES
1.    Company Cases
2.    Marketing Plan
3.    Marketing by the Numbers
4.    Careers in Marketing
Glossary
Subject Index
Name, Organization, Brand, Company Index

This textbook 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: 9780135039793

$188.27 | Add to Cart

This package contains:

  • Marketing: An Introduction, 9th Edition
    Gary Armstrong, Philip Kotler | ©2009 | Paper; 656 pages
  • Interpretive Simulations Access Code Card Group B
    | ©2009 | Access Code Card

Package ISBN-13: 9780138150839

$191.47 | Add to Cart

This package contains:

  • Marketing: An Introduction, 9th Edition
    Gary Armstrong, Philip Kotler | ©2009 | Paper; 656 pages
  • Marketing Plan Handbook, The, and Pro Premier Marketing Plan Package, 3rd Edition
    Marian Burk Wood | ©2008 | Kit/Package/ShrinkWrap; 224 pages

Package ISBN-13: 9780135089620

$194.80 | Add to Cart

This package contains:

  • Marketing: An Introduction, 9th Edition
    Gary Armstrong, Philip Kotler | ©2009 | Paper; 656 pages
  • MyMarketingLab with E-Book Student Access Code Card for Marketing: An Introduction, 9th Edition
    Prentice Hall | ©2009 | Access Code Card
  • Study Guide and Flash Card Package, 9th Edition
    Gary Armstrong, Philip Kotler | ©2009 | Kit/Package/ShrinkWrap

Package ISBN-13: 9780135082072

$198.13 | Add to Cart

This package contains:

  • Marketing: An Introduction, 9th Edition
    Gary Armstrong, Philip Kotler | ©2009 | Paper; 656 pages
  • Marketing Plan Handbook, The, and Pro Premier Marketing Plan Package, 3rd Edition
    Marian Burk Wood | ©2008 | Kit/Package/ShrinkWrap; 224 pages
  • MyMarketingLab with E-Book Student Access Code Card for Marketing: An Introduction, 9th Edition
    Prentice Hall | ©2009 | Access Code Card

Package ISBN-13: 9780137039999

$188.27 | Add to Cart

This package contains:

  • Marketing: An Introduction, 9th Edition
    Gary Armstrong, Philip Kotler | ©2009 | Paper; 656 pages
  • Interpretive Simulations Access Code Card Group A
    | ©2009 | Access Code Card
  • Brand You, 2nd Edition
    Michael R. Solomon | ©2007 | Paper; 240 pages
  • MyMarketingLab with E-Book Student Access Code Card for Marketing: An Introduction, 9th Edition
    Prentice Hall | ©2009 | Access Code Card

Same Content. Different Format.

List Price: $164.80

Add to Shopping Cart

Members pay only $148.32

Free FedEx Ground Shipping.