Marketing: An Introduction, Student Value Edition

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About this item

Important Made in USA Origin Disclaimer: For certain items sold by Walmart on Walmart.com, the displayed country of origin information may not be accurate or consistent with manufacturer information. For updated, accurate country of origin data, it is recommended that you rely on product packaging or manufacturer information.

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.
Defining Marketing; Marketing Process; Creating and Capturing Customer Value; Company and Marketing Strategy; Partnering to Build Customer Relationships; Understanding the Marketplace and Consumers; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Designing a Customer-Driven Marketing Strategy and Marketing Mix; Customer-Driven Marketing Strategy, Creating Value for Target Customers; Products, Services, and Brands; Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing; Understanding and Capturing Customer Value; Marketing Channels; Delivering Customer Value; Retailing and Wholesaling; Communicating Customer Value; Advertising and Public Relations; Communicating Customer Value; Personal Selling and Sales Promotion; Direct and Online Marketing; Building Direct Customer Relationships; Extending Marketing; The Global Marketplace; Sustainable Marketing; Social Responsibility and Ethics; Company Cases; Marketing Plan; Marketing by the Numbers; Careers in Marketing
For those interested learning more about the fundamentals of marketing.

Specifications

Number of Pages: 541
Original Languages: English
Number in Series: 1
Author: Armstrong, Gary ,  Kotler, Philip
Publication Date: January, 2010
Publisher: Pearson College Div
ISBN-13: 9780136102465
ISBN-10: 0136102468
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