Marketing : an introduction / Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan.

Contributor(s):

Material type:

TextPublication details: Harlow, etc. : Pearson, 2012.Edition: 2nd edDescription: 603 p. : ill. col. 27 cmISBN:

9780273762607

Subject(s):

Marketing

DDC classification:

658.8

Contents:

Pt. 1. Defining marketing and the marketing process. 1. Marketing: managing profitable customer relations. 2. Company and marketing strategy: partnering to build customer relationships -- Pt. 2. Understanding the marketplace and consumers. 3. The marketing environment. 4. Managing marketing information. 5. Consumer and business buyer behavior -- Pt. 3. Designing a customer-driven marketing strategy and marketing mix. 6. Segmentation, targeting and positioning: building the right relationships with the right customers. 7. Product, services and branding strategy. 8. Developing new products and managing the product life cycle. 9. Pricing: understanding and capturing customer value. 10. Marketing channels and supply chain management. 11. Retailing and wholesaling. 12. Communication customer value: advertising, sales promotion and public relations. 13. Communication customer value: personal selling and direct marketing -- Pt. 4. Extending marketing. 14. Marketing in the digital age. 15. The global marketplace. 16. Ethics, social responsibility and sustainability.

Summary: It is a clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success. It has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies to discover the concepts of marketing and translate them into real commercial practice.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre	658.8 MAR mar (Browse shelf(Opens below))	Available	10014

Browsing Marbella International University Centre shelves Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.8 LAR seo SEO :	658.8 LAU e-c E-commerce :	658.8 LIN buy Buy-ology :	658.8 MAR mar Marketing :	658.8 PAL int Introduction to marketing :	658.8 PAL pri Principles of services marketing /	658.8 PAR pla Platform revolution :	Next

Includes index and glossary.

Pt. 1. Defining marketing and the marketing process.
1. Marketing: managing profitable customer relations.
2. Company and marketing strategy: partnering to build customer relationships --
Pt. 2. Understanding the marketplace and consumers.
3. The marketing environment.
4. Managing marketing information.
5. Consumer and business buyer behavior --
Pt. 3. Designing a customer-driven marketing strategy and marketing mix.
6. Segmentation, targeting and positioning: building the right relationships with the right customers.
7. Product, services and branding strategy.
8. Developing new products and managing the product life cycle.
9. Pricing: understanding and capturing customer value.
10. Marketing channels and supply chain management.
11. Retailing and wholesaling.
12. Communication customer value: advertising, sales promotion and public relations.
13. Communication customer value: personal selling and direct marketing --
Pt. 4. Extending marketing.
14. Marketing in the digital age.
15. The global marketplace.
16. Ethics, social responsibility and sustainability.

It is a clear, comprehensive and concise guide to the key ideas in marketing, focusing on how to deliver improved customer value in order to achieve marketing success. It has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies to discover the concepts of marketing and translate them into real commercial practice.

There are no comments on this title.

to post a comment.

Click on an image to view it in the image viewer