Gary Armstrong, Philip Kotler, Marc Oliver Opresnik

Marketing: An Introduction, Global Edition

• Broschiertes Buch

Produktbeschreibung

For undergraduate principles of marketing courses.

This ISBN is for the bound textbook, which students can rent through their bookstore.

An introduction to marketing using a practical and engaging approach

Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

This title is also available digitally as a standalone Pearson eText, or via Pearson MyLab Marketing which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed. Contact your Pearson rep for more information.

Produktdetails

• Verlag: Pearson / Pearson Deutschland GmbH
• 14. Aufl.
• Seitenzahl: 676
• Erscheinungstermin: 19. Juli 2019
• Englisch
• Abmessung: 214mm x 271mm x 28mm
• Gewicht: 1340g
• ISBN-13: 9781292294865
• ISBN-10: 1292294868
• Artikelnr.: 57175362

Inhaltsangabe

PART 1: DEFINING MARKETING AND MARKETING PROCESS
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships
 
PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
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-VALUE DRIVEN STRATEGY AND MIX
6. Customer Value-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. Engaging Consumers and Communicating Customer Value: Advertising and
Public Relations
13. Personal Selling and Sales Promotion
14. Direct, Online, Social Media, and Mobile Marketing
 
PART 4: EXTENDING MARKETING
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics
 
Appendix 1: Company Cases
Appendix 2: Marketing Plan
Appendix 3: Marketing by the Numbers
Appendix 4: Careers in Marketing