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An Introduction



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Marketing: An Introduction by Gary Armstrong
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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. The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.

Table of 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-Driven Marketing Strategy and Marketing Mix 6. Customer-Driven Marketing Strategy: Creating Value for Target Customers 7. Products, Services, and Brands: Building Customer Value 8. Developing New Products and Managing the Product Life Cycle 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. Sustainable Marketing: Social Responsibility and Ethics APPENDIXES Marketing Plan Marketing by the Numbers
Release date Australia
January 11th, 2010
Country of Publication
United States
United States ed of 10th revised ed
colour illustrations, figures
Prentice Hall
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