Name: Marketing: An Introduction, Global Edition von Gary Armstrong
SKU: 9780273767183
Price: 7.69 EUR
Availability: InStock

Marketing: An Introduction, Global Edition Zusammenfassung

Marketing: An Introduction, Global Edition Gary Armstrong

Were you looking for the book with access to MyMarketingLab? This product is the book alone and does NOT come with access to MyMarketingLab. Buy Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282) if you need access to the MyLab as well, and save money on this brilliant resource.

For undergraduate Principles of Marketing courses.

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

Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy.

Need extra support?

This product is the book alone, and does NOT come with access to MyMarketingLab.

This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.

You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Marketing: An Introduction, plus MyMarketingLab with Pearson eText: Global Edition, 11/e (ISBN 9780273767282). Alternatively, buy access online at www.MyMarketingLab.com.

For educator access, contact your Pearson Account Manager. To find out who your account manager is, visit www.pearsoned.co.uk/replocator

Inhaltsverzeichnis

Part 1 Defining Marketing and the Marketing Process

1 Marketing: Creating and Capturing Customer Value

2 Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2 Understanding the Marketplace and Consumers

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-Driven Strategy and Mix

6 Customer-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 Communicating Customer Value: Advertising and Public Relations

13 Personal Selling and Sales Promotion

14 Direct and Online Marketing: Building Direct Customer Relationships

Part 4 Extending Marketing

15 The Global Marketplace

16 Sustainable Marketing: Social Responsibility and Ethics

Appendix 1 Marketing Cases

Appendix 2 Marketing Plan

Appendix 3 Marketing by the Numbers

References

Glossary

Credits

Index

Zusätzliche Informationen

Sku

GOR006633634

ISBN 13

9780273767183

ISBN 10

0273767186

Titel

Marketing: An Introduction, Global Edition Gary Armstrong

Autor

Gary Armstrong

Zustand

Gebraucht - Sehr Gut

Bindung

Broschiert

Verlag

Pearson Education Limited

Datum

2012-04-05

Anzahl der Seiten

648

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem sehr guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.