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  • 9781292433165
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(Ebook) Marketing: An Introduction 15E By Gary Armstrong 9781292433165

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Table of contents


PART 1: DEFINING MARKETING AND THE MARKETING PROCESS

  1. Marketing: Creating Customer Value and Engagement
  2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE

  1. Analyzing the Marketing Environment
  2. Managing Marketing Information to Gain Customer Insights
  3. Understanding Consumer and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX

  1. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  2. Product, Services, and Brands: Building Customer Value
  3. Developing New Products and Managing the Product Life Cycle
  4. Pricing: Understanding and Capturing Customer Value
  5. Marketing Channels: Delivering Customer Value
  6. Retailing and Wholesaling
  7. Engaging Customers and Communicating Customer Value: Advertising and Public Relations
  8. Personal Selling and Sales Promotion
  9. Digital Marketing

PART 4: EXTENDING MARKETING

  1. The Global Marketplace
  2. Sustainable Marketing: Social Responsibility and Ethics

APPENDICES

  1. Company Cases
  2. Marketing Plan
  3. Marketing by the Numbers
  4. Careers in Marketing


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