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Principles of Marketing Gary Armstrong

Principles of Marketing By Gary Armstrong

Principles of Marketing by Gary Armstrong

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Principles of Marketing Summary

Principles of Marketing by Gary Armstrong

For Principles of Marketing courses that require a comprehensive text. Help readers learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Also available with MyLab Marketing MyLab (TM) Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information. If you would like to purchase both the physical text and MyLab Marketing, search for: 0134642317 / 9780134642314 Principles of Marketing Plus MyLab Marketing with Pearson eText -- Access Card Package Package consists of: 013449251X / 9780134492513 Principles of Marketing 0134518284 / 9780134518282 MyLab Marketing with Pearson eText -- Access Card -- for Principles of Marketing

About Gary Armstrong

As a team, Philip Kotler and Gary Armstrong provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Kotler is one of the world's leading authorities on marketing. Professor Armstrong is an award-winning teacher of undergraduate business students. Together they make the complex world of marketing practical, approachable, and enjoyable. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his PhD at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson), now in its 15th Edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie Marketing for a Better World Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of the Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor outstanding contributions to science in marketing. A recent Forbes survey ranks Professor Kotler in the top 10 of the world's most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth most influential business writer/guru of the 21st century. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy. But Professor Armstrong's first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several UNC campus-wide and Business School teaching awards. He is the only repeat recipient of school's highly regarded Award for Excellence in Undergraduate Teaching, which he received three times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system.

Table of Contents

Part 1: Defining Marketing and the 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. Consumer Markets and Buyer Behavior 6. Business Markets and Business Buyer Behavior Part 3: Designing a Customer Value-Driven Strategy and Mix 7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers 8. Products, Services, and Brands: Building Customer Value 9. Developing New Products and Managing the Product Life Cycle 10. Pricing: Understanding and Capturing Customer Value 11. Pricing Strategies: Additional Considerations 12. Marketing Channels: Delivering Customer Value 13. Retailing and Wholesaling 14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 15. Advertising and Public Relations 16. Personal Selling and Sales Promotion 17. Direct, Online, Social Media, and Mobile Marketing Part 4: Extending Marketing 18. Creating Competitive Advantage 19. The Global Marketplace 20. Sustainable Marketing: Social Responsibility and Ethics Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers Appendix 3: Careers in Marketing

Additional information

CIN013449251XVG
9780134492513
013449251X
Principles of Marketing by Gary Armstrong
Gary Armstrong
Used - Very Good
Hardback
Pearson Education (US)
20170407
736
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

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