Marketing An Introduction by Gary Armstrong, Philip Kotler 12th Global Edition.pdf

The authors : Gary Armstrong and Philip Kotler

ISBN 10: 1-292-01678-7
ISBN 13: 978-1-292-01678-8

The Publisher: Pearson Education, Limited

Brief Contents


PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 30  
1 Marketing: Creating and Capturing Customer Value 30
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 64

PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE  92

3 Analyzing the Marketing Environment 92
4 Managing Marketing Information to Gain Customer Insights 124
5 Understanding Consumer and Business Buyer Behavior 158

PART 3 DESIGNING A CUSTOMER VALUE–DRIVEN STRATEGY AND MIX 196

6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 196
7 Products, Services, and Brands: Building Customer Value 228
8 New Product Development and Product Life-Cycle Strategies 264
9 Pricing: Understanding and Capturing Customer Value 292
10 Marketing Channels: Delivering Customer Value 330
11 Retailing and Wholesaling 362
12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 394
13 Personal Selling and Sales Promotion 430
14 Direct, Online, Social Media, and Mobile Marketing 462

PART 4 EXTENDING MARKETING 494

15 The Global Marketplace 494
16 Sustainable Marketing: Social Responsibility and Ethics 522

Appendix 1 Company Cases 551
Appendix 2 Marketing Plan 585
Appendix 3 Marketing by the Numbers 597
Glossary 615
References 625
Index 651