Marketing : an introduction /
By: Armstrong, Gary.
Contributor(s): Kotler, Philip (Philip J.) [author] | Opresnik, Marc O.
Publisher: Harlow : Pearson, 2017Edition: Thirteenth edition, global edition.Description: 669 pages : illustrations ; 28 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9781292146508; 9781292146508:; 1292146508.Subject(s): Marketing | Marketing -- TextbooksDDC classification: 658.8 ARMItem type | Current library | Call number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 ARM (Browse shelf(Opens below)) | Available | 0062974 |
Includes bibliographical references and index.
Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behavior -- Designing a customer value/driven strategy and mix -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New product development and product life-cycle strategies -- Pricing : understanding and capturing customer value -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Engaging consumers and communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- Extending marketing -- The global marketplace -- Sustainable marketing: social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index.
This volume shows students how customer value - creating it and capturing it - drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.