Marketing : An Introduction and MyMarketingLab Package

by Armstrong, Gary; Kotler, Philip

• ISBN13: 9780138157180
• ISBN10: 0138157189
• Edition: 9th
• Format: Package
• Copyright: 2009-01-01
• Publisher: PRENTICE HALL

Summary

This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy.

Table of Contents

Defining Marketing and the Marketing Process

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Understanding the Marketplace and Consumers

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Designing a Customer-Driven Marketing Strategy and Marketing Mix

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Communicating Customer Value: Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships Part 4 Extending Marketing

The Global Marketplace

Marketing Ethics and Social Responsibility

Company Cases

Marketing Plan

Marketing by the Numbers

Careers in Marketing

Glossary

Subject Index

Name, Organization, Brand, Company Index

Table of Contents provided by Publisher. All Rights Reserved.