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Marketing An Introduction
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MARKETING AN INTRODUCTION

PAPERBACK BY ARMSTRONG, GARY; KOTLER, DR. PHILIP T.; HARKER, MICHAEL; BRENNAN, ROSS

£43.34

ISBN
9781292017518
IMPRINT
PEARSON EDUCATION LIMITED
 
 
EDITION
3RD ADAPTED EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
648 pages
PUBLICATION DATE
06 AUG 2015

CONTENTS

‚ -Preface xii‚ -About the authors xviii‚ -Guided tour of the book‚ -Guided tour of the companion website‚ -Case matrix‚ - xx‚ -Acknowledgements xxiii‚ -Publisher's acknowledgementsPart One: Defining Marketing and the Marketing Process 2‚ -Video Case: Is marketing for everyone?‚ - 3‚ - 1 Marketing: managing profitable customer relationships 4‚ - 2 Company and marketing strategy: partnering to build customer relationships 40‚ -Part Two: Understanding the Marketplace and Consumers ‚ -72Video Case: Making an effort to understand your customers 73‚ - 3 The marketing environment 74‚ - 4 Managing marketing information 108‚ - 5 Consumer and business buyer behaviour 146Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186‚ -Video Case:: Putting marketing into action 187 6 Segmentation, targeting and positioning: building the right relationships with the right customers ‚ -188 7 Product, services and branding strategy 228‚ - 8 Developing new products and managing the product life cycle 268‚ - 9 Pricing: understanding and capturing customer value 296‚ -10 Marketing channels and supply chain management 332‚ -11 Retailing and wholesaling ‚ -364‚ -12 Communicating customer value: advertising, sales promotion and public relations 392‚ -13 Communicating customer value: personal selling and direct marketing ‚ -434‚ -Part Four: Extending Marketing 470‚ -Video Case: Can marketing save the world? 471‚ -14 Marketing in the digital age ‚ -472‚ -15 The global marketplace ‚ -510‚ -16 Ethics, social responsibility and sustainability 542‚ -Appendix 1 Marketing plan ‚ -576‚ -Appendix 2 Marketing metrics 588‚ -Appendix 3 Careers in marketing 594‚ -Glossary 602‚ -Index