9781292433103 Armstrong

(e-Book) Marketing: An Introduction, 15th Global Edition (12 Months Digital Access) – Armstrong

RM80.00

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Product Description

Marketing: An Introduction shows students how creating and capturing customer value driveseffective marketing strategies. The 15th Edition reflectsthe major trends and shifting forces that impact marketing in this digital ageof customer value, engagement and relationships. This in turn leaves studentswith a richer understanding of basic marketing concepts, strategies andpractices. Through updated chapter-opening vignettes, Marketing at Workhighlights, company cases and end-of-chapter exercises, students get amplepractice applying marketing concepts to real-world company scenarios.

Table of Content

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PART 1: DEFINING MARKETING AND THE 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 CUSTOMER 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 MARKETING STRATEGY AND MIX
6 Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7 Product, 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 Customers and Communicating Customer Value: Advertising and Public Relations
13 Personal Selling and Sales Promotion
14 Digital Marketing

PART 4: EXTENDING MARKETING
15 The Global Marketplace
16 Sustainable Marketing: Social Responsibility and Ethics

APPENDICES
Company Cases
Marketing Plan
Marketing by the Numbers
Careers in Marketing