(eBook PDF) Marketing: An Introduction 14th Edition

(eBook PDF) Marketing: An Introduction 14th Edition – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 1292294868
• ISBN-13 ‏ : ‎ 978-1292294865
• Author: Gary Armstrong, Philip Kotler, Prof Marc Oliver Opresnik

Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn leaves students with a richer understanding of basic marketing concepts, strategies and practices.

Table contents:

PART 1: DEFINING MARKETING AND MARKETING PROCESS

1. Marketing: Creating Customer Value and Engagement

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

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-VALUE DRIVEN STRATEGY AND MIX

6. Customer Value-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. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

13. Personal Selling and Sales Promotion

14. Direct, Online, Social Media, and Mobile Marketing

PART 4: EXTENDING MARKETING

15. The Global Marketplace

16. Sustainable Marketing: Social Responsibility and Ethics