Marketing : an introduction /
Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University.
- Fourteenth edition.
- Hoboken, NJ : Pearson, 2020
- 646 pages ; 28 cm
Revised edition of the authors' Marketing, [2017]
Includes bibliographical references (pages 607-628) and index.
PART 1: DEFINING MARKETING AND MARKETING PROCESS1. Marketing: Creating Customer Value and Engagement2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE3. Analyzing the Marketing Environment4. Managing Marketing Information to Gain Customer Insights5. Understanding Consumer and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers7. Products, Services, and Brands: Building Customer Value8. Developing New Products and Managing the Product Life Cycle9. Pricing: Understanding and Capturing Customer Value10. Marketing Channels: Delivering Customer Value11. Retailing and Wholesaling12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations13. Personal Selling and Sales Promotion14. Direct, Online, Social Media, and Mobile Marketing PART 4: EXTENDING MARKETING15. The Global Marketplace16. 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