03227cam a2200361 i 4500 19047811 OSt 20220323190203.0 160408s2017 nju b 001 0 eng 2015044448 9780134149530 013414953X DLC eng DLC rda DLC pcc HF5415 .K625 2017 658.8 23 Armstrong, Gary (Gary M.), author. Marketing : an introduction / Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University. Thirteenth Edition. Boston : Pearson, [2017] xxviii, 642 pages : illustrations ; 28 cm. text rdacontent unmediated rdamedia volume rdacarrier Revised edition of the authors' Marketing, 2015. Includes bibliographical references (pages 601-621) and indexes. Part. 1. Defining marketing and the marketing 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. Analyzing the marketing environment -- 4. Managing marketing information to gain customer insights -- 5. Understanding consumer and business buyer behavior -- Part 3. Designing a customer value-driven strategy and mix -- 6. Customer value-driven marketing strategy : creating value for target customers -- 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. Direct, online, social media, and mobile marketing -- Part 4. Extending marketing -- 15. The global marketplace -- 16. Sustainable marketing : social responsibility and ethics -- Appendix 1 company cases -- Appendix 2 marketing plan -- Appendix 3 marketing by the numbers -- Glossary -- References -- Index. An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach Marketing: An Introduction shows readers how customer value—creating it and capturing it—drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving readers with a richer understanding of basic marketing concepts, strategies, and practices. Marketing. Kotler, Philip, author. lcc 29 297800 297800 0 0 lcc 0 0 12 12 20 2022-02-24 40 263.25 0 HF5415 .K625 2017 50000003281408 2022-02-24 00:00:00 c. 1 263.25 2022-02-24 6