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This best-selling, brief text introduces marketing through the lens of creating value for customers.

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.

 

Table of Contents

Chapter 1   Marketing: Creating Customer Value and Engagement
Chapter 2   Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Chapter 3   Analyzing the Marketing Environment
Chapter 4   Managing Marketing Information to Gain Customer Insights
Chapter 5   Understanding Consumer and Business Buyer Behavior
Chapter 6   Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 7   Products, Services, and Brands: Building Customer Value
Chapter 8   New Product Development and Product Life-Cycle Strategies
Chapter 9   Pricing: Understanding and Capturing Customer Value
Chapter 10   Marketing Channels: Delivering Customer Value
Chapter 11   Retailing and Wholesaling
Chapter 12   Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
Chapter 13   Personal Selling and Sales Promotion
Chapter 14   Direct, Online, Social Media, and Mobile Marketing
Chapter 15   The Global Marketplace
Chapter 16   Social Responsibility and Ethics

 

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Origin book Marketing An Introduction 11th Edition by Gary Armstrong and Philip Kotler Info

ISBN-13: 978-0132744034 or 9780132744034

ISBN-10: 0132744031
Author: Gary Armstrong , Philip Kotler
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