| Description |
1 volume (various pagings) : color illustrations ; 29 cm |
| Contents |
Pt. 1 Defining marketing and the marketing process -- 1 Marketing: creating and capturing customer value -- 2 Company and marketing strategy: partnering to build customer relationships -- Pt. 2 Understanding the marketplace and consumers -- 3 Analyzing the marketing environment -- 4 Managing marketing information to gain customer insights -- 5 Consumer markets and consumer buyer behavior -- 6 Business markets and business buyer behavior -- Pt. 3 Designing a customer-driven marketing strategy and mix -- 7 Customer-driven marketing strategy: creating value for target customers -- 8 Products, services, and brands: building customer value -- 9 New-product development and product life-cycle strategies -- 10 Pricing: understanding and capturing customer value -- 11 Pricing strategies -- 12 Marketing channels: delivering customer value -- 13 Retailing and wholesaling -- 14 Communicating customer value: integrated marketing communications strategy -- 15 Advertising and public relations -- 16 Personal selling and sales promotion -- 17 Direct and online marketing: building direct customer relationships -- Pt. 4 Extending marketing -- 18 Creating competitive advantage -- 19 The global marketplace -- 20 Sustainable marketing: social responsibility and ethics -- App. A Marketing plan A1 -- App. B Marketing by the numbers -- App. C Careers in marketing |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing.
|
| Author |
Armstrong, Gary.
|
| LC no. |
2008048626 |
| ISBN |
9780136079415 casebound alkaline paper |
|
0136079415 |
|
