Marketing
An Introduction (with MyLab Marketing & Pearson eText Student Access Code Card): Global Edition
10th Edition
Published on 1. April 2010
Book
Mixed media product
978-0-13-254205-0 (ISBN)
Description
For undergraduate Principles of Marketing courses.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
Today's marketing is about creating customer value and building profitable customer relationships. 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 tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
Today's marketing is about creating customer value and building profitable customer relationships. 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 tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
More details
Edition
10th edition
Language
English
Place of publication
Upper Saddle River
United States
Target group
College/higher education
Dimensions
Height: 216 mm
Width: 267 mm
Thickness: 25 mm
Weight
1360 gr
ISBN-13
978-0-13-254205-0 (9780132542050)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Gary Armstrong | Philip Kotler
Marketing: An Introduction, Global Edition
Book
04/2012
11th Edition
Pearson Education Limited
€71.79
Article exhausted; check for reprint
Previous edition
Book
05/2008
9th Edition
Pearson
€58.17
Article exhausted; check for reprint
Content
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. Developing New Products and Managing the Product Life Cycle
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. Sustainable Marketing: Social Responsibility and Ethics
APPENDIXES
Marketing Plan
Marketing by the Numbers
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. Developing New Products and Managing the Product Life Cycle
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. Sustainable Marketing: Social Responsibility and Ethics
APPENDIXES
Marketing Plan
Marketing by the Numbers