Marketing : an introduction /: an introduction. ([2020])

• Record Type: Book
• Further Information: Note: Gary Armstrong, Philip Kotler ; with Marc Oliver Opresnik.
• Authors: Armstrong, Gary (Gary M.); Kotler, Philip; Opresnik, Marc O (Marc Oliver), 1969-
• 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.
• Edition: Fourteenth edition, global edition
• Publisher Details: Harlow, England New York : Pearson Education Limited
• Publication Date: 2020
• Extent: 1 online resource, illlustrations
• Subjects: 658.8; Marketing; Marketing; Marketing; marketing; Marketing; Electronic books
• Languages: English
• ISBNs: 9781292294919; 1292294914
• Related ISBNs: 1292294868; 9781292294865
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from digital title page (viewed on March 30, 2020).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.