| 000 -LEADER |
|---|
| fixed length control field |
02813nam a2200241 a 4500 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781292016788 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
160612n 000 0 eng d |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126101137.0 |
| CONTROL NUMBER |
|---|
| control field |
64339 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Armstrong, Gary |
| TITLE STATEMENT |
|---|
| Title |
Marketing : |
| Remainder of title |
an introduction |
| Statement of responsibility, etc |
Gary Armstrong, Philip Kotler |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Boston : |
| Name of publisher, distributor, etc |
Pearson Education Limited, |
| Date of publication, distribution, etc |
c2015. |
| EDITION STATEMENT |
|---|
| Edition statement |
12th global ed. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
672 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
28 cm. |
| SERIES STATEMENT |
|---|
| Series statement |
Always Learning |
| SUMMARY, ETC. |
|---|
| Summary, etc |
For undergraduate Principles of Marketing courses. This best-selling, brief text introduces marketing through the lens of creating value for customers. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy. The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies. MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Brief Contents PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 2 1 Marketing: Creating and Capturing Customer Value 2 2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36 PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 64 3 Analyzing the Marketing Environment 64 4 Managing Marketing Information to Gain Customer Insights 96 5 Understanding Consumer and Business Buyer Behavior 130 PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 168 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168 7 Products, Services, and Brands: Building Customer Value 200 8 New Product Development and Product Life-Cycle Strategies 236 9 Pricing: Understanding and Capturing Customer Value 264 10 Marketing Channels: Delivering Customer Value 302 11 Retailing and Wholesaling 334 12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366 13 Personal Selling and Sales Promotion 402 14 Direct, Online, Social Media, and Mobile Marketing 434 PART 4 EXTENDING MARKETING 466 15 The Global Marketplace 466 16 Sustainable Marketing: Social Responsibility and Ethics 494 Appendix 1 Company Cases 523 Appendix 2 Marketing Plan 557 Appendix 3 Marketing by the Numbers 569 Glossary 587 References 597 Index 623. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| Source of heading or term |
sears |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| General subdivision |
Textbooks |
| Source of heading or term |
sears |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kotler, Philip |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |