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Marketing : an introduction / Gary Armstrong, Philip Kotler.

By: Contributor(s): Material type: TextTextPublication details: Indianapolis, Ind. : Prentice Hall ; London : Pearson Education [distributor], c2009.Edition: 9th ed; International ed., 9th edDescription: 1 v. (various pagings) : col. ill. ; 28 cmISBN:
  • 0135153107
  • 9780135153109 (pbk.)
  • 9780135153109
Subject(s): DDC classification:
  • 658.8 ARM
Contents:
Part 1.Defining marketing and the marketing process 1.Marketing: creating and capturing customer value 2.Company and marketing strategy: partnering to build customer relationships Part 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 Part 3.Designing a customer-drive 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 Part 4.Extending marketing 15.The global marketplace 16.Marketing ethics and social responsibility
Summary: This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
Holdings
Item type Current library Call number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 ARM (Browse shelf(Opens below)) Available 225152

Previous ed.: Upper Saddle River, N.J.: Pearson Prentice Hall, 2007.

Includes bibliographical references and index.

Part 1.Defining marketing and the marketing process 1.Marketing: creating and capturing customer value 2.Company and marketing strategy: partnering to build customer relationships Part 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 Part 3.Designing a customer-drive 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 Part 4.Extending marketing 15.The global marketplace 16.Marketing ethics and social responsibility

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

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