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Marketing : Introduction

Marketing : Introduction - 8th edition

Marketing : Introduction - 8th edition

ISBN13: 9780131865914

ISBN10: 0131865919

Marketing : Introduction by Gary Armstrong and Philip Kotler - ISBN 9780131865914
Cover type: Paperback
Edition: 8TH 07
Copyright: 2007
Publisher: Prentice Hall, Inc.
Published: 2007
International: No
Marketing : Introduction by Gary Armstrong and Philip Kotler - ISBN 9780131865914

ISBN13: 9780131865914

ISBN10: 0131865919

Cover type: Paperback
Edition: 8TH 07

List price: $153.50

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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

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

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