Marketing An Introduction
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...
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
England
Pearson Education Limited
2015
England 2015 |
| Edition: | Twelfth edition |
| Series: | Always learning
|
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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| 020 | # | # | |a 9781292016788 |q paperback |
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| 041 | 0 | # | |a English |
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| 100 | 1 | # | |a Armstrong, Gary |e author |
| 245 | 0 | 0 | |a Marketing |b An Introduction |c Gary Armstrong, Philip Kotler. |
| 250 | # | # | |a Twelfth edition |
| 250 | # | # | |a Global edition |
| 260 | # | # | |a England |b Pearson Education Limited |c 2015 |
| 264 | # | 1 | |a England |b Pearson Education Limited |c 2015 |
| 264 | # | 4 | |c ©2015 |
| 300 | # | # | |a 672 pages |b illustrations col. |c 28 cm |
| 336 | # | # | |a text |2 rdacontent |
| 337 | # | # | |a unmediated |2 rdamedia |
| 338 | # | # | |a volume |2 rdacarrier |
| 490 | 0 | # | |a Always learning |
| 504 | # | # | |a Includes bibliographical references and indexes |
| 505 | 0 | # | |a Brief ContentsPART 1 DEFINING MARKETING AND THE MARKETING PROCESS 21 Marketing: Creating and Capturing Customer Value 22 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 643 Analyzing the Marketing Environment 644 Managing Marketing Information to Gain Customer Insights 965 Understanding Consumer and Business Buyer Behavior 130PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 1686 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1687 Products, Services, and Brands: Building Customer Value 2008 New Product Development and Product Life-Cycle Strategies 2369 Pricing: Understanding and Capturing Customer Value 26410 Marketing Channels: Delivering Customer Value 30211 Retailing and Wholesaling 33412 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 36613 Personal Selling and Sales Promotion 40214 Direct, Online, Social Media, and Mobile Marketing 434PART 4 EXTENDING MARKETING 46615 The Global Marketplace 46616 Sustainable Marketing: Social Responsibility and Ethics 494Appendix 1 Company Cases 523Appendix 2 Marketing Plan 557Appendix 3 Marketing by the Numbers 569Glossary 587References 597Index 623 |
| 520 | # | # | |a 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 |
| 526 | 0 | # | |a Principle And Practices Of Marketing |b Bachelor of Business (Hons) Human Resource Management |5 Faculty of Business Management |
| 526 | 0 | # | |a MKT420 |b BM223 |5 BM |
| 546 | # | # | |a In English |
| 650 | # | 0 | |a Marketing |
| 856 | 4 | 0 | |z Click Here to View Status and Holdings. |u https://opac.uitm.edu.my/opac/detailsPage/detailsHome.jsp?tid=539116 |
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Marketing an introduction 
MARKETING An introduction