(eBook PDF) Marketing: An Introduction 4th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1292200308
- ISBN-13 : 978-1292200309
- Author: Gary Armstrong, Philip Kotler, Michael Harker and Ross Brennan
Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, the Middle East and Asia.
Table contents:
Part 1: Defining Marketing and the Marketing Process
Chapter 1 – Marketing: Managing Profitable Customer Relationships
Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
Chapter 3 – The Marketing Environment
Chapter 4 – Managing Marketing Information
Chapter 5 – Consumer and Business Buying Behaviour
Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mic
Chapter 6 – Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers
Chapter 7 – Product, Services and Branding Strategy
Chapter 8 – Developing New Products and Managing the Product Life Cycle
Chapter 9 – Pricing: Understanding and Capturing Customer Value
Chapter 10 – Marketing Channels and Supply Chain Management
Chapter 11 – Retailing and Wholesaling
Chapter 12 – Communicating Customer Value: Advertising, Sales Promotion and Public Relations
Chapter 13 – Communicating Customer Value: Personal Selling and Direct Marketing
Part 4: Extending Marketing
Chapter 14 – Marketing in a Digital Age
Chapter 15 – The Global Marketplace
Chapter 16 – Ethics, Social Responsibility and Sustainability
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