000			02813nam a2200241 a 4500
020			_a9781292016788
008			160612n 000 0 eng d
245	1	0	_aMarketing : _ban introduction _cGary Armstrong, Philip Kotler
260			_aBoston : _bPearson Education Limited, _cc2015.
100			_aArmstrong, Gary
300			_a672 p. : _bcol. ill. ; _c28 cm.
520			_aFor 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.
505	0		_aBrief 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.
650		7	_aMarketing _2sears
650		7	_aMarketing _xTextbooks _2sears
700			_aKotler, Philip
250			_a12th global ed.
490	1		_aAlways Learning
005			20170126101137.0
001			64339
003			UOWD
942			_cREGULAR
999			_c29352 _d29352