| Edition |
15th ed |
| Description |
xxii, 695 p. : col. ill. ; 30 cm. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Consumer markets and consumer buyer behavior -- Business markets and business buyer behavior -- Customer-driven marketing strategy : creating value for target customers -- Products, services, and brands : building customer value -- New-product development and product life-cycle strategies -- Pricing products : understanding and capturing customer value -- Pricing strategies -- Marketing channels : delivering customer value -- Retailing and wholesaling -- Communicating customer value : integrated marketing communication strategy -- Advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing : building direct customer relationships -- Creating competitive advantage -- The global marketplace -- Sustainable marketing. |
| Subject |
Marketing
|
| Added Author |
Armstrong, Gary (Gary M.)
|
| ISBN |
9780273786993 |
|
0273786997 |
|
