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Marketing: An Introduction, 13th edition

  • Gary Armstrong
  • Gary Armstrong
  • Philip T. Kotler
  • Philip T. Kotler

Published by Pearson (July 20th 2019) - Copyright © 2017

13th edition

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Marketing: An Introduction

ISBN-13: 9780134149530

Includes: Paperback
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$202.66 $253.32

What's included

  • Paperback

    You'll get a bound printed text.

Overview

Marketing: An Introduction shows readers how customer value—creating it and capturing it—drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.

 

The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving readers with a richer understanding of basic marketing concepts, strategies, and practices.

 

KEY TOPICS: Marketing Creating Customer Value and Engagement; Company and Marketing Strategy  Partnering to Build Customer Engagement, Value, and Relationships; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Customer Value-Driven Marketing Strategy  Creating Value for Target Customers; Product, Services, and Brands  Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing  Understanding and Capturing Customer Value; Marketing Channels  Delivering Customer Value; Retailing and Wholesaling; Engaging Customers and Communicating Customer Value Advertising and Public Relations; Personal Selling and Sales Promotion; Direct, Online, Social Media, and Mobile Marketing; The Global Marketplace; Sustainable Marketing Social Responsibility and Ethics

 

MARKET: For those interested in learning more about the fundamentals of marketing.

Table of contents

Part 1: Defining Marketing and the 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 Customer 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 Marketing Strategy and Mix

6. Customer Value-Driven Marketing Strategy  Creating Value for Target Customers

7. Product, 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 Customers 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

 

References

Glossary

Credits

Index

 

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