Marketing: An Introduction 12th Global Edition c2015 Armstrong & Kotler

Marketing: An Introduction, 12th Global Edition (c2015), textbook by Gary Armstrong & Philip Kotler.

TEXTBOOK INFO:
Global edition: http://catalogue.pearsoned.c...r/product/9781292016788.page
National edition: http://www.pearsonhighered.c...r/product/9780133451276.page
Both editions have the same table of contents and page count; contents may differ in examples/cases.

BRIEF CONTENTS:
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PART 1 - DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer 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-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. New Product Development and Product Life-Cycle Strategies
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

APPENDICES:
1: Company Cases
2: Marketing Plan
3: Marketing by the Numbers


FILE INFO: paginated, bookmarked, true PDF (56 MB).
compressed (zipped): *right-click* the filename (.7z) & choose *Extract* to convert to PDF; discard the .7z file (container) when done with seeding.


By the same authors: Principles of Marketing 15th Global Edition c2014 Kotler (upload of April 2014)