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Marketing: An Introduction and MyMarketingLab Package, 9th Edition

By Gary Armstrong, Philip Kotler

ISBN-10: 0-13-815718-9

ISBN-13: 978-0-13-815718-0

Published by Prentice Hall

Pub. Date: Jul 22, 2008

Format: Kit/Package/ShrinkWrap

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MyMarketingLab with E-Book for Marketing: An Introduction (access code required), 9th Edition

ISBN-10: 0-13-607356-5

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MyMarketingLab with E-Book Student Access Code Card for Marketing: An Introduction, 9th Edition

ISBN-10: 0-13-606977-0

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Study Guide and Flash Card Package, 9th Edition

ISBN-10: 0-13-714855-0

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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

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Package ISBN-13: 9780135072899

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Marketing: An Introduction and MyMarketingLab Package, 9th Edition
Gary Armstrong, Philip Kotler | ©2009 | Kit/Package/ShrinkWrap
Interpretive Simulations Access Code Card Group A
| ©2009 | Access Code Card

Package ISBN-13: 9780135087572

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This package contains:

Marketing: An Introduction and MyMarketingLab Package, 9th Edition
Gary Armstrong, Philip Kotler | ©2009 | Kit/Package/ShrinkWrap
Marketing PlanPro Premier, 3rd Edition
Palo Alto | ©2008 | CD-ROM Only

Package ISBN-13: 9780138158439

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This package contains:

Marketing: An Introduction and MyMarketingLab Package, 9th Edition
Gary Armstrong, Philip Kotler | ©2009 | Kit/Package/ShrinkWrap
Video Library on DVD, 9th Edition
Gary Armstrong, Philip Kotler | ©2009 | Digital Video Recording

Package ISBN-13: 9780138158545

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This package contains:

Marketing: An Introduction and MyMarketingLab Package, 9th Edition
Gary Armstrong, Philip Kotler | ©2009 | Kit/Package/ShrinkWrap
Study Guide and Flash Card Package, 9th Edition
Gary Armstrong, Philip Kotler | ©2009 | Kit/Package/ShrinkWrap

Package ISBN-13: 9780137007813

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