Marketing : an introduction /
Armstrong, Gary.
Marketing : an introduction / Gary Armstrong, - 10th ed. - Boston: Pearson; c2011. - 644 p. : ill. (some col.) ; 29 cm.
Includes bibliographical references and index.
Marketing:creating and capturing customer value – Company and marketing strategy:partnering to build customer relationships – Analyzing the marketing environment – Managing marketing information to gain customer insights – Consumer markets and consumer buyer behavior – Customer-driven marketing strategy: creating value for target customers – Products, services, and brands: building customer value – Developing new products and managingg the product life-cycle strategies – Pricing: understanding and capturing customer value – Marketing channels: delivering customer value – Retailing and wholesaling – Communicating customer value: integrated marketing marketing communication strategy – Personal selling and sales promotion – Direct and online marketing: building direct customer relationships – The global marketplace – Sustainable marketing: social responsibility and ethics.
100273750011 9780273750017
89022881
Marketing.
Marketing--Management.
HF5415 / .A7 2011
Marketing : an introduction / Gary Armstrong, - 10th ed. - Boston: Pearson; c2011. - 644 p. : ill. (some col.) ; 29 cm.
Includes bibliographical references and index.
Marketing:creating and capturing customer value – Company and marketing strategy:partnering to build customer relationships – Analyzing the marketing environment – Managing marketing information to gain customer insights – Consumer markets and consumer buyer behavior – Customer-driven marketing strategy: creating value for target customers – Products, services, and brands: building customer value – Developing new products and managingg the product life-cycle strategies – Pricing: understanding and capturing customer value – Marketing channels: delivering customer value – Retailing and wholesaling – Communicating customer value: integrated marketing marketing communication strategy – Personal selling and sales promotion – Direct and online marketing: building direct customer relationships – The global marketplace – Sustainable marketing: social responsibility and ethics.
100273750011 9780273750017
89022881
Marketing.
Marketing--Management.
HF5415 / .A7 2011