Name: Marketing: An Introduction
Brand: Pearson
SKU: 2027037
Price: 256.34861200626455 AUD
Availability: InStock

Marketing: An Introduction

By Gary Armstrong, Philip T. Kotler

Rating

Format

Paperback, 736 pages

Published

United States, 23 August 1999

For courses in Principles of Marketing. This best selling, shorter overview helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. *Coverage of the latest trends, topics, and company profiles - Electronic commerce, data mining, data warehousing, brand strategies and profiles, mass customization, web-based marketing research. *New chapter on direct and online marketing (Ch. 14) - Explores the burgeoning use of Internet, database, and related technologies that promise to change the very nature of buying and selling. *New/updated Marketing at Work features - Highlights additional examples and important information throughout the text. *The latest marketing technologies - Incorporates dozens of new technology-oriented examples, features, and illustrations throughout the text.

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Product Description

EAN

9780130127716

ISBN

013012771X

Writer

Gary Armstrong, Philip T. Kotler

Publisher

Pearson

Age Range

15+

Dimensions

25.2 x 20.1 x 2.5 centimetres (1.26 kg)

I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS.

1. Marketing in a Changing World: Creating Customer Value and Satisfaction.
2. Strategic Planning and the Marketing Process.

II. ANALYZING MARKETING OPPORTUNITIES.

3. The Global Marketing Environment.
4. Marketing Research and Information Systems.
5. Consumer and Business Buyer Behavior.

III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX.

6. Market Segmentation, Targeting, and Positioning for Competitive Advantage.
7. Product and Services Strategies.
8. New-Product Development and Life-Cycle Strategies.
9. Pricing Products: Pricing Considerations and Strategies.
10. Distribution Channels and Logistics Management.
11. Retailing and Wholesaling.
12. Integrated Marketing Communications: Advertising and Public Relations.
13. Integrated Marketing Communications: Personal Selling and Sales Promotion.
14. Direct and On Line Marketing.

IV. EXTENDING MARKETING.

15. The Global Marketplace.
16. Marketing and Society: Social Responsibility and Marketing Ethics.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Endnotes.
Video Cases.
Credits.
Indices.

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Table of Contents