Marketing: An Introduction, Paperback, 13 Edition by Armstrong, Gary

Paperback: 13 Edition
Brand New
9780134149530
013414953X

Publication Date: 2016-01-27
Publisher: Pearson
Paperback : 642 pages
Edition: 13 Edition
Author: Armstrong, Gary
ISBN-10: 013414953X
ISBN-13: 9780134149530

Product Description Marketing: An Introduction shows readers how customer value―creating it and capturing it―drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.   The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving readers with a richer understanding of basic marketing concepts, strategies, and practices.   KEY TOPICS: Marketing Creating Customer Value and Engagement; Company and Marketing Strategy  Partnering to Build Customer Engagement, Value, and Relationships; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Customer Value-Driven Marketing Strategy  Creating Value for Target Customers; Product, Services, and Brands  Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing  Understanding and Capturing Customer Value; Marketing Channels  Delivering Customer Value; Retailing and Wholesaling; Engaging Customers and Communicating Customer Value Advertising and Public Relations; Personal Selling and Sales Promotion; Direct, Online, Social Media, and Mobile Marketing; The Global Marketplace; Sustainable Marketing Social Responsibility and Ethics   MARKET: For those interested in learning more about the fundamentals of marketing. About the Author As a team, Gary Armstrong and Philip Kotler provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Armstrong is an award-winning teacher of undergraduate business students. Professor Kotler is one of the world’s leading authorities on marketing. Together they make the complex world of marketing practical, approachable, and enjoyable.     Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University. Dr.Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.   But Professor Armstrong’s first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler’s undergraduate program. His administrative posts have included Chair of Marketing, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several UNC campus wide and Business School teaching awards. He is the only repeat recipient of school’s highly regarded Award for Excellence in Undergraduate Teaching, which he received three times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system.   Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of Marketing Management (Pearson), now in its fifteenth edition and the most widely used marketing textbook in gra