Marketing
An Introduction: International Edition
9th Edition
Published on 15. May 2008
Book
Paperback/Softback
656 pages
978-0-13-515310-9 (ISBN)
Description
For undergraduate courses in Principles of Marketing.
This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.
More details
Edition
9th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 275 mm
Width: 217 mm
Thickness: 20 mm
Weight
1312 gr
ISBN-13
978-0-13-515310-9 (9780135153109)
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 | Philip Kotler
Marketing
An Introduction (with MyLab Marketing & Pearson eText Student Access Code Card): Global Edition
Book
04/2010
10th Edition
Pearson Education (US)
€164.10
Article exhausted; check for reprint
Previous edition
Book
03/2006
8th Edition
Pearson
€55.79
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. 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
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