Marketing: An Introduction, 14th edition

  • Gary Armstrong, 
  • Philip Kotler

Choose the option that's right for you

$9.99 / mo

4-month term, pay monthly or pay $39.96

Enjoy these features

  • Up to 2 devices
  • Exclusive offers

$14.99 / mo

4-month term, pay monthly or pay $59.96

Enjoy these features

  • Up to 2 devices
  • Exclusive offers

Learn more, spend less

  • Study smarter, not harder

    Save time with study tools in your eTextbook

  • Listen on the go

    Learn how you like with full eTextbook audio

  • Learn anytime, anywhere

    Get the app to access your eTextbook whenever you need it

  • Make it your own

    Your notes. Your highlights. Your eTextbook

  • Find it fast

    Quickly navigate your eTextbook with search

Overview

Marketing: An Introduction shows how customer value — creating and capturing it — drives effective marketing strategies, especially in the digital age.

Published by Pearson (March 12th 2019) - Copyright © 2020

ISBN-13: 9780135635391

Subject: Marketing

Category: Principles of Marketing

Table of 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

APPENDICES
1. Company Cases
2. Marketing Plan
3. Marketing by the Numbers
4. Careers in Marketing

Your questions answered

Choose from one eTextbook or over 1,500 eTextbooks and study tools, all in one place, for one low monthly subscription. A Single plan includes the use of 1 eTextbook title and study tools. A Multi plan gives you access to more than 1,500 eTextbook titles and study tools. Plus, with the app, put textbooks in your pocket and learn wherever.

Make the most of your study time with offline access, enhanced search, notes and flashcards — to get organized, get the work done quicker and get results.

A Pearson eTextbook is an easy-to-use digital version of the book. You can add notes and highlights, plus learn on the go with the Pearson+ mobile app. Listen on the go with the audiobook feature, available for most titles.

When you choose a plan, you're signing up for a 4-month 'term'. You can opt to make a one-time payment for the initial 4-month term or pay monthly. If you opt for monthly payments, we will charge your payment method each month until your 4-month term has ended. You can turn on auto-renew in My account at any time to continue your subscription before your 4-month term has ended.

When you purchase a Pearson+ subscription, it will last 4 months. Before your initial 4-month term ends, you can extend your subscription by turning auto-renew on in My account.

If you turn auto-renew on, we’ll automatically renew your subscription and charge you every month until you turn off auto-renew. If you made a one-time payment for your initial 4-month term, you’ll now pay monthly.

To avoid the next payment charge, make sure you turn auto renewal off 1 day before the auto renewal date. You can subscribe again after auto-renew has been turned off by purchasing another Pearson+ subscription. We use your credit card to renew your subscription automatically. To make sure your learning is uninterrupted, please check your card details before your first monthly payment.

With a Multi Pearson+ subscription plan, you can download up to 10 titles from your library on each of your authorized smartphone and tablet devices every month.

When you’re using your Multi Pearson+ subscription plan in a browser, you can select and read from as many titles as you like.