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TitleMarketing : an introduction
Author Gary Armstrong, Philip Kotler ; with Marc O. Opresnik
Imprint Harlow : Pearson, [2016]
Edition Thirteenth edition, global edition
Descript 669 pages : illustrations ; 28 cm

SUMMARY

An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach, Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices


CONTENT

Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value/driven strategy and mix -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing -- The global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index


Marketing

LOCATIONCALL#STATUS
Chula Business School Library658.8 A735M 2016CHECK SHELVES

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