Marketing : an introduction [printed text] / Gary Armstrong, Author ; Philip Kotler, Author ; Marc Oliver Opresnik, Author  . -  15th . - Harlow, Essex : Pearson Custom Publishing, 2023 . - 701 p. : ill. col. ; 32 mm.
ISBN : 978-1-292-43310-3 : €92.21

Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.

Class number:

658.8

Contents note:

Part 1 - Defining marketing and the market 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. Analysing the marketing environment, 4. Managing marketing information to gain customer insights, 5. Understanding consumer and business buyer behavior Part 3 - Designing customer value-driven strategy and mix 6. Customer value-driven marketing strategy, 7. Products, 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 consumers 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