Marketing :   an introduction / 
Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan. 
 - 2nd ed. 
 - Harlow, etc. :  Pearson,  2012. 
 - 603 p. :  ill. col.  27 cm. 
<br/><br/> Includes index and glossary. 
<br/><br/>Pt. 1. Defining marketing and the marketing process.<br/>1. Marketing: managing profitable customer relations.<br/>2. Company and marketing strategy: partnering to build customer relationships --<br/>Pt. 2. Understanding the marketplace and consumers.<br/>3. The marketing environment.<br/>4. Managing marketing information.<br/>5. Consumer and business buyer behavior --<br/>Pt. 3. Designing a customer-driven marketing strategy and marketing mix. <br/>6. Segmentation, targeting and positioning: building the right relationships with the right customers.<br/>7. Product, services and branding strategy.<br/>8. Developing new products and managing the product life cycle.<br/>9. Pricing: understanding and capturing customer value.<br/>10. Marketing channels and supply chain management.<br/>11. Retailing and wholesaling.<br/>12. Communication customer value: advertising, sales promotion and public relations.<br/>13. Communication customer value: personal selling and direct marketing --<br/>Pt. 4. Extending marketing.<br/>14. Marketing in the digital age.<br/>15. The global marketplace.<br/>16. Ethics, social responsibility and sustainability. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780273762607 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8