(Original PDF) Principles of Marketing 7th Edition by Gary Armstrong – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 148861184X
- ISBN-13 : 978-1488611841
- Author: Stewart Adam (Author), Sara Denize (Author), Michael Volkov (Author), Philip Kotler (Author), Gary Armstrong (Author)
Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.
This edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.
Table contents:
Chapter 1 Marketing: Creating and capturing customer value
Chapter 2 Company and marketing strategy: Partnering to build customer engagement, value and relatio
Chapter 3 The marketplace and customers: Analysing the environment
Chapter 4 Marketing analytics: Gaining customer insights
Chapter 5 Buyer behaviour: Understanding consumer and business buyers
Chapter 6 Customer-driven marketing strategy: Creating value for target customers
Chapter 7 Products, services and brands: Offering customer value
Chapter 8 New products: Developing and managing innovation
Chapter 9 Pricing: Capturing customer value
Chapter 10 Placement: Customer value fulfilment
Chapter 11 Communicating customer value: Advertising and public relations
Chapter 12 Personal selling and sales promotion: Creating value in relationships
Chapter 13 Direct and digital marketing: Interactivity and fulfilment
Chapter 14 Sustainable marketing: Social responsibility, ethics and legal compliance
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