Marketing: An Introduction, 14th edition

  • Gary Armstrong
  • Philip Kotler

Marketing: An Introduction [RENTAL EDITION]

ISBN-13:  9780135192122

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What's included

  • Rental

    A bound printed text you can rent, fulfilled by Chegg. At the end of the rental period, you can choose to keep the text for a flat fee.

  • Hardcover

    You'll get a bound printed text.

Overview

For undergraduate principles of marketing courses.
This ISBN is for the bound textbook, which students can rent through their bookstore.

An introduction to marketing using a practical and engaging approach
Marketing: An Introduction shows students how customer value — creating it and capturing it — drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

This title is also available digitally as a standalone Pearson eText, or via MyLab Accounting, which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed.

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

Appendix 1: Company Cases
Appendix 2: Marketing Plan
Appendix 3: Marketing by the Numbers
Appendix 4: Careers in Marketing

Published by Pearson (February 1st 2019) - Copyright © 2020