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Marketing : an introduction

Author: Gary Armstrong; Philip Kotler
Publisher: Upper Saddle River, N.J. ; London : Pearson/Prentice Hall, ©2009.
Edition/Format:   Print book : English : 9th edView all editions and formats
Summary:
This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
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Genre/Form: Einführung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Gary Armstrong; Philip Kotler
ISBN: 9780135153109 0135153107 0136021131 9780136021131 9781408222003 1408222000 9780136069775 0136069770
OCLC Number: 230851915
Notes: Previous edition: 2007.
Description: 644 pages : color illustrations ; 28 cm
Contents: Pt. 1. Defining marketing and the marketing process --
1. Marketing: creating and capturing consumer value --
2. Company and marketing strategy: partnering to build customer relationships --
Pt. 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 --
Pt. 3. Designing a customer-driven marketing strategy and marketing mix --
6. Customer-driven marketing strategy: creating value for target customers --
7. Products, services, and brands: building customer value --
8. New-product development and life-cycle strategies --
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. Communicating customer value: personal selling and sales promotion --
14. Direct and online marketing: building direct customer relationships --
Pt. 4. Extendng marketing --
15. The global marketplace --
16. Marketing ethics and social responsibility.
Responsibility: Gary Armstrong, Phil Kotler.

Abstract:

For undergraduate courses in Principles of Marketing. This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.  Read more...

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