Marketing : an introduction

By:

Armstrong, Gary

Contributor(s):

Publication details: Pearson 2022 LondonEdition: 15th edDescription: 701pISBN:

9781292433103

Subject(s):

Marketing - Management

DDC classification:

658.8 ARM

Summary: This edition continues to reflect the major trends and shifting forces that impact marketing, offering readers a concise but comprehensive overview of basic marketing concepts, strategies, and practices.The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This edition adds new coverage of how companies are dealing with recent, major disruptions in the marketing environment, such as the rapid rise of digital technologies, large economic swings, extreme environment patterns, and global health crises. It also includes new coverage of both traditional marketing areas and fast-changing topics such as customer engagement marketing, new marketing analytics, sustainable marketing, and global marketing.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	Jammu General Stacks	Non-fiction	658.8 ARM (Browse shelf(Opens below))	Available		IIMJ-7891

Total holds: 0

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Table of Contents: PART 1: DEFINING MARKETING AND MARKETING PROCESS Chapter 1: Marketing: Creating Customer Value and Engagement Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE Chapter 3: Analyzing the Marketing Environment Chapter 4: Managing Marketing Information to Gain Customer Insights Chapter 5: Understanding Consumer and Business Buyer Behavior PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX Chapter 6: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers Chapter 7: Products, 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 Consumers and Communicating Customer Value: Advertising and Public Relations Chapter 13: Personal Selling and Sales Promotion Chapter 14: Direct, Online, Social Media, and Mobile Marketing PART 4: EXTENDING MARKETING Chapter 15: The Global Marketplace Chapter 16: Sustainable Marketing: Social Responsibility and Ethics

This edition continues to reflect the major trends and shifting forces that impact marketing, offering readers a concise but comprehensive overview of basic marketing concepts, strategies, and practices.The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This edition adds new coverage of how companies are dealing with recent, major disruptions in the marketing environment, such as the rapid rise of digital technologies, large economic swings, extreme environment patterns, and global health crises. It also includes new coverage of both traditional marketing areas and fast-changing topics such as customer engagement marketing, new marketing analytics, sustainable marketing, and global marketing.

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