Marketing An Introduction 11th Edition Armstrong Solutions Manual
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Marketing An Introduction 11th Edition Armstrong Solutions Manual.
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Product details:
- ISBN-10 : 0132744031
- ISBN-13 : 978-0132744034
- Author:
This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows readers how customer valuecreating it and capturing itdrives every effective marketing strategy.
Table of contents:
PART 1: DEFINING MARKETING AND 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 CONSUMER 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 Consumers 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
Appendix 1: Company Cases
Appendix 2: Marketing Plan
Appendix 3: Marketing by the Numbers
Appendix 4: Careers in Marketing
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