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Marketing : Introduction

Marketing : Introduction - 8th edition

ISBN13: 978-0131865914

Cover of Marketing : Introduction 8TH 07 (ISBN 978-0131865914)
ISBN13: 978-0131865914
ISBN10: 0131865919
Cover type: Paperback
Edition/Copyright: 8TH 07
Publisher: Prentice Hall, Inc.
Published: 2007
International: No

List price: $153.50

Marketing : Introduction - 8TH 07 edition

ISBN13: 978-0131865914

Gary Armstrong and Philip Kotler

ISBN13: 978-0131865914
ISBN10: 0131865919
Cover type: Paperback
Edition/Copyright: 8TH 07
Publisher: Prentice Hall, Inc.

Published: 2007
International: No
Summary

For the Principles of Marketing course.

Marketing introduces leading marketing thinking on how customer value is the driving force behind every marketing strategy.

Table of Contents

PART I: Defining Marketing and the Marketing Process

Chapter 1. Marketing: Managing Profitable Customer Relationships
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Relationships

PART II: Understanding the Marketplace of Consumers

Chapter 3. The Marketing Environment
Chapter 4. Managing Marketing Information
Chapter 5. Consumer and Business Buyer Behavior

PART III: Designing a Customer-Driven Marketing Strategy and Marketing Mix

Chapter 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Chapter 7. Product, Services, and Branding Strategy
Chapter 8. New-Product Development and Product Life-Cycle Strategies
Chapter 9. Pricing: Understanding and Capturing Customer Value
Chapter 10. Marketing Channels and Supply Chain Management
Chapter 11. Retailing and Wholesaling
Chapter 12. Communicating Customer Value: Advertising, Sales Promotion, and Public Relations
Chapter 13. Communicating Customer Value: Personal Selling and Direct Marketing

PART IV: Extending Marketing

Chapter 14. Marketing in the Digital Age
Chapter 15. The Global Marketplace
Chapter 16. Marketing Ethics and Social Responsibility