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Marketing: An Introduction, Global Edition Gary Armstrong

Marketing: An Introduction, Global Edition By Gary Armstrong

Marketing: An Introduction, Global Edition by Gary Armstrong

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Summary

"Our goal with the first European edition of Marketing: an introduction has been to retain the great strengths of the US original"--Preface.

Marketing: An Introduction, Global Edition Summary

Marketing: An Introduction, Global Edition by Gary Armstrong

Were you looking for the book with access to MyMarketingLab? This product is the book alone and does NOT come with access to MyMarketingLab. Buy Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282) if you need access to the MyLab as well, and save money on this brilliant resource.

For undergraduate Principles of Marketing courses.

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.

Need extra support?

This product is the book alone, and does NOT come with access to MyMarketingLab.


This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.

You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282). Alternatively, buy access online at www.MyMarketingLab.com.


For educator access, contact your Pearson Account Manager. To find out who your account manager is, visit www.pearsoned.co.uk/replocator

Table of Contents

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 Strategy and 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 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

Appendix 1 Marketing Cases

Appendix 2 Marketing Plan

Appendix 3 Marketing by the Numbers

References

Glossary

Credits

Index

Additional information

GOR006633634
9780273767183
0273767186
Marketing: An Introduction, Global Edition by Gary Armstrong
Gary Armstrong
Used - Very Good
Paperback
Pearson Education Limited
2012-04-05
648
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Marketing: An Introduction, Global Edition