Marketing: An Introduction
by Gary Armstrong, Philip Kotler
15th Edition
Publisher: Pearson
Book Details
| Print ISBN | 9780137476459 |
| eText ISBN | 9780137704361 |
| Publisher | Pearson |
| Publishing Year | 2023 |
| Edition | 15th Edition |
| Language | English |
Marketing: An Introduction, 15th Edition, is a textbook that explains how creating and capturing customer value drives effective marketing strategies, customer engagement, and collaborative relationships in the digital era.
The text outlines fundamental marketing principles, the analysis of marketing environments, buyer behavior across consumer and business segments, and strategic decisions behind the marketing mix. It also examines multi-channel promotion, global marketplace dynamics, and ethical responsibilities within sustainable business practices.
To reinforce practical comprehension, the 2023 edition incorporates updated chapter-opening vignettes alongside company cases, Marketing at Work features, and end-of-chapter exercises that prompt readers to apply core concepts to authentic corporate situations.
Table of Contents
Chapter 1: Marketing: Creating Customer Value and Engagement
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Understanding Consumer and Business Buyer Behavior
Chapter 6: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 7: Product, Services, and Brands: Building Customer Value
Chapter 8: Developing New Products and Managing the Product Life Cycle
Chapter 9: Pricing: Understanding and Capturing Customer Value
Chapter 10: Marketing Channels: Delivering Customer Value
Chapter 11: Retailing and Wholesaling
Chapter 12: Engaging Customers and Communicating Customer Value: Advertising and Public Relations
Chapter 13: Personal Selling and Sales Promotion
Chapter 14: Digital Marketing
Chapter 15: The Global Marketplace
Chapter 16: Sustainable Marketing: Social Responsibility and Ethics
Chapter 1: Company Cases
Chapter 2: Marketing Plan
Chapter 3: Marketing by the Numbers
Chapter 4: Careers in Marketing
Customer Reviews
0.0
0 reviews
No reviews yet. Be the first to review this book!
Write a Review
Reviewed by GradeFocus Editorial Team
