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Marketing : An Introduction by Philip Kotler and Gary Armstrong 13th ed.

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Subject
Marketing
ISBN
9780134149530
Publication Year
2016
Type
Textbook
Format
Trade Paperback
Language
English
Publication Name
Marketing : an Introduction
Item Height
0.4in
Author
Philip Kotler, Gary Armstrong
Item Length
0.4in
Publisher
Pearson Education
Item Width
0.4in
Item Weight
44.4 Oz
Number of Pages
672 Pages

關於產品

Product Information

For undergraduate courses on the Principles of Marketing. An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Also available with MyMarketingLabTM This title is also available with MyMarketingLab -- an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. Students, if interested in purchasing this title with MyMarketingLab, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.

Product Identifiers

Publisher
Pearson Education
ISBN-10
013414953x
ISBN-13
9780134149530
eBay Product ID (ePID)
5038308325

Product Key Features

Author
Philip Kotler, Gary Armstrong
Publication Name
Marketing : an Introduction
Format
Trade Paperback
Language
English
Publication Year
2016
Type
Textbook
Number of Pages
672 Pages

Dimensions

Item Length
0.4in
Item Height
0.4in
Item Width
0.4in
Item Weight
44.4 Oz

Additional Product Features

Lc Classification Number
Hf5415
Edition Number
13
Table of Content
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. 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 References Glossary Credits Index
Copyright Date
2017
Target Audience
College Audience
Topic
Marketing / General
Lccn
2015-044448
Dewey Decimal
658.8
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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