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Author Armstrong, Gary (Gary M.)
Title Marketing : an introduction / Gary Armstrong, Philip Kotler, Michael Harker, Ross Brennan.
Publication Info Harlow, England : Pearson, 2015.
Edition Third edition.
European adaptation edition.


LOCATION SHELVED AT LOAN TYPE STATUS
 BJL Teaching Reserve  HF 5415 A7  UNTIL CLOSING  ASK at the Reading Room
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Descript xxviii, 619 pages : colour illustrations ; 27 cm
Edition Third edition.
European adaptation edition.
Note "Authorised adaptation from the United Stated edition, entitled Marketing: An Introduction, 12th Edition, ISBN 0133451275 by Armstrong, Gary; Kotler, Philip"--Title page verso.
Previous edition: 2012.
Contents Preface xii About the authors xviii Guided tour of the book Guided tour of the companion website Case matrix xx Acknowledgements xxiii Publisher's acknowledgements Part One: Defining Marketing and the Marketing Process 2 Video Case: Is marketing for everyone? 3 1 Marketing: managing profitable customer relationships 4 2 Company and marketing strategy: partnering to build customer relationships 40 Part Two: Understanding the Marketplace and Consumers 72 Video Case: Making an effort to understand your customers 73 3 The marketing environment 74 4 Managing marketing information 108 5 Consumer and business buyer behaviour 146 Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186 Video Case:: Putting marketing into action 187 6 Segmentation, targeting and positioning: building the right relationships with the right customers 188 7 Product, services and branding strategy 228 8 Developing new products and managing the product life cycle 268 9 Pricing: understanding and capturing customer value 296 10 Marketing channels and supply chain management 332 11 Retailing and wholesaling 364 12 Communicating customer value: advertising, sales promotion and public relations 392 13 Communicating customer value: personal selling and direct marketing 434 Part Four: Extending Marketing 470 Video Case: Can marketing save the world? 471 14 Marketing in the digital age 472 15 The global marketplace 510 16 Ethics, social responsibility and sustainability 542 Appendix 1 Marketing plan 576 Appendix 2 Marketing metrics 588 Appendix 3 Careers in marketing 594 Glossary 602 Index
ISBN 9781292017518 paperback :
 Click on the terms below to find similar items in the catalogue
Author Armstrong, Gary (Gary M.)
Subject Marketing -- Textbooks.
Alt author Kotler, Philip.
Harker, Michael (Michael John)
Brennan, Ross, 1957-
Descript xxviii, 619 pages : colour illustrations ; 27 cm
Edition Third edition.
European adaptation edition.
Note "Authorised adaptation from the United Stated edition, entitled Marketing: An Introduction, 12th Edition, ISBN 0133451275 by Armstrong, Gary; Kotler, Philip"--Title page verso.
Previous edition: 2012.
Contents Preface xii About the authors xviii Guided tour of the book Guided tour of the companion website Case matrix xx Acknowledgements xxiii Publisher's acknowledgements Part One: Defining Marketing and the Marketing Process 2 Video Case: Is marketing for everyone? 3 1 Marketing: managing profitable customer relationships 4 2 Company and marketing strategy: partnering to build customer relationships 40 Part Two: Understanding the Marketplace and Consumers 72 Video Case: Making an effort to understand your customers 73 3 The marketing environment 74 4 Managing marketing information 108 5 Consumer and business buyer behaviour 146 Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186 Video Case:: Putting marketing into action 187 6 Segmentation, targeting and positioning: building the right relationships with the right customers 188 7 Product, services and branding strategy 228 8 Developing new products and managing the product life cycle 268 9 Pricing: understanding and capturing customer value 296 10 Marketing channels and supply chain management 332 11 Retailing and wholesaling 364 12 Communicating customer value: advertising, sales promotion and public relations 392 13 Communicating customer value: personal selling and direct marketing 434 Part Four: Extending Marketing 470 Video Case: Can marketing save the world? 471 14 Marketing in the digital age 472 15 The global marketplace 510 16 Ethics, social responsibility and sustainability 542 Appendix 1 Marketing plan 576 Appendix 2 Marketing metrics 588 Appendix 3 Careers in marketing 594 Glossary 602 Index
ISBN 9781292017518 paperback :
Author Armstrong, Gary (Gary M.)
Subject Marketing -- Textbooks.
Alt author Kotler, Philip.
Harker, Michael (Michael John)
Brennan, Ross, 1957-
LOCATION SHELVED AT LOAN TYPE STATUS
 BJL Teaching Reserve  HF 5415 A7  UNTIL CLOSING  ASK at the Reading Room

Subject Marketing -- Textbooks.
Descript xxviii, 619 pages : colour illustrations ; 27 cm
Note "Authorised adaptation from the United Stated edition, entitled Marketing: An Introduction, 12th Edition, ISBN 0133451275 by Armstrong, Gary; Kotler, Philip"--Title page verso.
Previous edition: 2012.
Contents Preface xii About the authors xviii Guided tour of the book Guided tour of the companion website Case matrix xx Acknowledgements xxiii Publisher's acknowledgements Part One: Defining Marketing and the Marketing Process 2 Video Case: Is marketing for everyone? 3 1 Marketing: managing profitable customer relationships 4 2 Company and marketing strategy: partnering to build customer relationships 40 Part Two: Understanding the Marketplace and Consumers 72 Video Case: Making an effort to understand your customers 73 3 The marketing environment 74 4 Managing marketing information 108 5 Consumer and business buyer behaviour 146 Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186 Video Case:: Putting marketing into action 187 6 Segmentation, targeting and positioning: building the right relationships with the right customers 188 7 Product, services and branding strategy 228 8 Developing new products and managing the product life cycle 268 9 Pricing: understanding and capturing customer value 296 10 Marketing channels and supply chain management 332 11 Retailing and wholesaling 364 12 Communicating customer value: advertising, sales promotion and public relations 392 13 Communicating customer value: personal selling and direct marketing 434 Part Four: Extending Marketing 470 Video Case: Can marketing save the world? 471 14 Marketing in the digital age 472 15 The global marketplace 510 16 Ethics, social responsibility and sustainability 542 Appendix 1 Marketing plan 576 Appendix 2 Marketing metrics 588 Appendix 3 Careers in marketing 594 Glossary 602 Index
Alt author Kotler, Philip.
Harker, Michael (Michael John)
Brennan, Ross, 1957-
ISBN 9781292017518 paperback :
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