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Marketing [electronic resource] : an introduction / Gary Armstrong, Philip Kotler ; with Marc O. Opresnik.

By: Armstrong, Gary (Gary M.) [Author].
Contributor(s): Kotler, Philip [Author] | Opresnik, Marc O. (Marc Oliver), 1969- [Author] | EBSCOhost (online database).
Material type: TextTextPublisher: Boston : Pearson, 2017Edition: 13th global ed.Description: 1 online resource (672 p.) : col. ill., photos.ISBN: 1292146508; 9781292146508; 9781292146522.Subject(s): Marketing | Marketing -- Management | Social responsibility of business | Perrotis College -- Master of science degreeGenre/Form: Electronic books DDC classification: EBK 658.8 Online resources: EBSCOhost - Full text online Connect to eBook
Partial 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 : 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 value-driven marketing strategy: Creating value for target customers. - 7. Products, services, and brands: Building customer value. - 8. Developing new products and managing the product life cycle. - 9. Pricing: Understanding and capturing customer value. - 10. Marketing channels: Delivering customer value. - 11. Retailing and wholesaling. - 12. Engaging customers 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.
Summary: "Marketing: An Introduction", 13th edition, takes a practical marketing management approach, providing countless in-depth, real-life examples and stories that engage students with marketing concepts and bring modern marketing to life. Marketing stars with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition, by which the organization can attract and grow valued customers. Then, more than just making a sale, today's marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of customers' conversations and lives. This book makes learning and teaching marketing more productive and enjoyable. ~ From the Preface.
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Ebook Ebook "Dimitris & Aliki Perrotis" Central Library

Κεντρική Βιβλιοθήκη της Αμερικανικής Γεωργικής Σχολής και του Κολεγίου Περρωτής.

"Dimitris & Aliki Perrotis" Central Library

Κεντρική Βιβλιοθήκη της Αμερικανικής Γεωργικής Σχολής και του Κολεγίου Περρωτής.

Perrotis College - Master degree EBK 658.8 Arm (Browse shelf) Available Access only through the library network. 11000044

Food Marketing & Branding Spring semester


Includes glossary and indexes.

Bibliography : p. 629-650.

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 : 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 value-driven marketing strategy: Creating value for target customers. - 7. Products, services, and brands: Building customer value. - 8. Developing new products and managing the product life cycle. - 9. Pricing: Understanding and capturing customer value. - 10. Marketing channels: Delivering customer value. - 11. Retailing and wholesaling. - 12. Engaging customers 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.

"Marketing: An Introduction", 13th edition, takes a practical marketing management approach, providing countless in-depth, real-life examples and stories that engage students with marketing concepts and bring modern marketing to life. Marketing stars with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition, by which the organization can attract and grow valued customers. Then, more than just making a sale, today's marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of customers' conversations and lives. This book makes learning and teaching marketing more productive and enjoyable. ~ From the Preface.

Online resource; title from PDF title page (EBSCOhost databases, viewed January 31, 2018).

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