Marketing: An Introduction, Global Edition
12th Edition
Published on 12. June 2014
Book
Paperback/Softback
672 pages
978-1-292-01678-8 (ISBN)
Description
For undergraduate Principles of Marketing courses.
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.
MyMarketingLab for 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.
Please note that the product you are purchasing does not include MyMarketingLab.
MyMarketingLab
Join over 11 million students benefiting from Pearson MyLabs.
This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.
These are the steps you need to take:
1. Make sure that your lecturer is already using the system
Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.
2. Check whether an access card has been included with the book at a reduced cost
If it has, it will be on the inside back cover of the book.
3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292066134)
4. If your lecturer is using the MyLab and you would like to purchase the product...
Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme.
For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator
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.
MyMarketingLab for 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.
Please note that the product you are purchasing does not include MyMarketingLab.
MyMarketingLab
Join over 11 million students benefiting from Pearson MyLabs.
This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.
These are the steps you need to take:
1. Make sure that your lecturer is already using the system
Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.
2. Check whether an access card has been included with the book at a reduced cost
If it has, it will be on the inside back cover of the book.
3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292066134)
4. If your lecturer is using the MyLab and you would like to purchase the product...
Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme.
For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator
More details
Edition
12th Student edition
Language
English
Place of publication
Harlow
United Kingdom
Target group
College/higher education
Edition type
Student edition
Dimensions
Height: 276 mm
Width: 216 mm
Thickness: 21 mm
Weight
1238 gr
ISBN-13
978-1-292-01678-8 (9781292016788)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Gary Armstrong | Marc Opresnik | Philip Kotler
Marketing: An Introduction, Global Edition
Book
06/2016
13th Edition
Pearson Education Limited
€95.51
Article exhausted; check for reprint
Previous edition
Gary Armstrong | Philip Kotler
Marketing: An Introduction, Global Edition
Book
04/2012
11th Edition
Pearson Education Limited
€71.79
Article exhausted; check for reprint
Content
Brief Contents
PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 2
1 Marketing: Creating and Capturing Customer Value 2
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36
PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 64
3 Analyzing the Marketing Environment 64
4 Managing Marketing Information to Gain Customer Insights 96
5 Understanding Consumer and Business Buyer Behavior 130
PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 168
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
PART 4 EXTENDING MARKETING 466
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
PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 2
1 Marketing: Creating and Capturing Customer Value 2
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36
PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 64
3 Analyzing the Marketing Environment 64
4 Managing Marketing Information to Gain Customer Insights 96
5 Understanding Consumer and Business Buyer Behavior 130
PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 168
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
PART 4 EXTENDING MARKETING 466
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