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Marketing An Introduction and MyMarketingLab Package

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ISBN-10: 0138157189

ISBN-13: 9780138157180

Edition: 9th 2009

Authors: Gary Armstrong, Philip Kotler

List price: $197.49
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Description:

This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy.
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Book details

List price: $197.49
Edition: 9th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 7/22/2008
Binding: Mixed Media
Size: 8.50" wide x 11.50" long x 1.00" tall
Weight: 3.080
Language: English

Gary Armstrong is a Reader in the School of Sport and Education, Brunel University, London, and author of "Football Hooligans "(Berg). Alberto Testa is a Lecturer in the Social Sciences of Sport at Brunel University, London.

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the…    

Defining Marketing and the Marketing Process
Marketing: Creating and Capturing Customer Value
Company and Marketing Strategy: Partnering to Build Customer Relationships
Understanding the Marketplace and Consumers
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Understanding Consumer and Business Buyer Behavior
Designing a Customer-Driven Marketing Strategy and Marketing Mix
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
New-Product Development and Life-Cycle Strategies
Pricing: Understanding and Capturing Customer Value
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Communicating Customer Value: Advertising and Public Relations
Communicating Customer Value: Personal Selling and Sales Promotion
Direct and Online Marketing: Building Direct Customer Relationships Part 4 Extending Marketing
The Global Marketplace
Marketing Ethics and Social Responsibility
Company Cases
Marketing Plan
Marketing by the Numbers
Careers in Marketing
Glossary
Subject Index
Name, Organization, Brand, Company Index