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Marketing

Marketing - 11th edition

ISBN13: 978-0132744034

Cover of Marketing 11TH 13 (ISBN 978-0132744034)
ISBN13: 978-0132744034
ISBN10: 0132744031
Cover type: Paperback
Edition/Copyright: 11TH 13
Publisher: Prentice Hall, Inc.
Published: 2013
International: No

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Marketing - 11TH 13 edition

ISBN13: 978-0132744034

Gary Armstrong and Philip Kotler

ISBN13: 978-0132744034
ISBN10: 0132744031
Cover type: Paperback
Edition/Copyright: 11TH 13
Publisher: Prentice Hall, Inc.

Published: 2013
International: No
Summary

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 readers how customer value-creating it and capturing it-drives every effective marketing strategy.

Table of Contents

Table of Contents Part 1: Defining Marketing and the Marketing Process Chapter 1: Marketing: Creating and Capturing Customer Value Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2: Understanding the Marketplace and Consumers Chapter 3: Analyzing the Marketing Environment Chapter 4: Managing Marketing Information to Gain Customer Insights Chapter 5: Understanding Consumer and Business Buyer Behavior Part 3: Designing a Customer-Driven Strategy and Mix Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers Chapter 7: Products, Services, and Brands: Building Customer Value Chapter 8: New Product Development and Product Life-Cycle Strategies Chapter 9: Pricing: Understanding and Capturing Customer Value Chapter 10: Marketing Channels: Delivering Customer Value Chapter 11: Retailing and Wholesaling Chapter 12: Communicating Customer Value: Advertising and Public Relations Chapter 13: Personal Selling and Sales Promotion Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships Part 4: Extending Marketing Chapter 15: The Global Marketplace Chapter 16: Sustainable Marketing: Social Responsibility and Ethics

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