An Introduction

Author: Gary Armstrong

Publisher: Pearson Education

ISBN: 9780273713951

Category: Marketing

Page: 614

View: 3737

Built around the valued customer-value framework, this book introduces Kotler to European marketing students on short, introductory courses.

Marketing: An Introduction, Global Edition

Author: Gary Armstrong,Philip Kotler,Marc Oliver Opresnik

Publisher: Pearson Higher Ed

ISBN: 1292146524

Category: Business & Economics

Page: 672

View: 3491

For undergraduate courses on the Principles of Marketing. An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach Marketing: An Introduction shows students 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 students with a richer understanding of basic marketing concepts, strategies, and practices. MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.


An Introduction

Author: Gary M. Armstrong,Philip Kotler

Publisher: Pearson College Division

ISBN: 9780136102434

Category: Business & Economics

Page: 541

View: 1049

This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value-creating it and capturing it-drives every effective marketing strategy. The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.


An Introduction, Global Edition

Author: N.A

Publisher: N.A

ISBN: 9781292146508


Page: N.A

View: 5370


An Introduction

Author: Rosalind Masterson,Nichola Phillips,David Pickton

Publisher: SAGE

ISBN: 152641581X

Category: Business & Economics

Page: 560

View: 1066

Get 12 months FREE access to an interactive eBook* when you buy the paperback! (Print paperback version only, ISBN 9781473975859) * Previous edition winner of the British Book Design and Production Award for "Best Use of Cross Media 2014" * This easy to use resource allows students to switch from digital to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition welcomes a new 3rd author and has been fully updated to include: 31 New case studies (including 5 new end of chapter and 26 new ‘focus boxes’), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon’s drone delivery service. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory. A fully updated and streamlined interactive eBook led by student feedback. Focus boxes throughout the text such as Global, Consumer, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study. Furthermore, the book is complemented by a FREE interactive eBook with access to web links, video links, SAGE journal articles, MCQ’s, podcasts and flashcards, allowing access on the go and encouraging learning and retention whatever the learning style. Suitable as core reading for undergraduate marketing students. *interactivity only available through Vitalsource eBook

Strategic Marketing

An Introduction

Author: Tony Proctor

Publisher: Routledge

ISBN: 1317834224

Category: Business & Economics

Page: 352

View: 2546

Fully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them. From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of ‘strategic windows’ to improve its position. Core issues covered include: marketing strategy analyzing the business environment the customer in the market place targeting and positioning marketing mix strategy. This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management. A companion website provides additional material for lecturers and students alike:


An Introduction, Instructor's Manual in Print with Video Guide

Author: Armstrong

Publisher: N.A

ISBN: 9780131425934


Page: 384

View: 5708

Service Marketing - an introduction

Author: Daniel Hischer

Publisher: GRIN Verlag

ISBN: 3638065421

Category: Business & Economics

Page: 15

View: 3258

Seminar paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: Distinction, University of Strathclyde, 21 entries in the bibliography, language: English, abstract: A service has been described as a deed, act or performance. The literature suggests that differences between goods and services exist, resulting in four basic characteristics of services: intangibility, inseparability of production and consumption, heterogeneity, and perishability. Zeithaml and Bitner claim that intangibility is the key determinant of whether an offering is a service or product. These service characteristics have created problems and challenges for managers of services. A recurring theme in service companies is the difficulty managers experience in translating their understanding of customers’ expectations into service that employees can understand and execute. This proposition will be discussed in the following.

Hospitality Marketing

Author: David Bowie,Francis Buttle

Publisher: Routledge

ISBN: 1136398287

Category: Business & Economics

Page: 368

View: 3871

Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers.


An Introduction

Author: Michael Cant

Publisher: Juta and Company Ltd

ISBN: 9780702188565

Category: Marketing

Page: 236

View: 3907

A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. This is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. The book begins by placing marketing in perspective in an organisation, and details how the marketing environment impacts on a business, the need for marketing information when making business decisions, the steps consumers take when making purchasing decisions, how to segment a market and target the specific segment based on the information obtained and the analysis of the marketing environment, and lastly how to structure the marketing mix of product, price, promotion and place to ensure success.

Studyguide for Marketing

An Introduction by Armstrong, ISBN 9780131273122

Author: N.A

Publisher: N.A

ISBN: 9780131273122


Page: 720

View: 9024

Written for courses in Principles of Marketing at four-year and two-year colleges, this short overview aims to help students master the basic principles and practices of modern marketing in a practical way.


an introduction

Author: William A. Stull,Roger W. Hutt

Publisher: South-Western Pub

ISBN: 9780538194501

Category: Business & Economics

Page: 426

View: 9150

Strategic Marketing, An Introduction

Business, Marketing

Author: CTI Reviews

Publisher: Cram101 Textbook Reviews

ISBN: 1497003075

Category: Education

Page: 34

View: 9600

Facts101 is your complete guide to Strategic Marketing, An Introduction. In this book, you will learn topics such as as those in your book plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.


An Introduction for Students in Ireland

Author: Donal Rogan

Publisher: Gill & MacMillan

ISBN: 9780717142019

Category: Marketing

Page: 504

View: 1971

This third edition of this well-established, successful textbook provides an introduction to Marketing theory supported by examples of Irish and international marketing practice. A customer-centric approach to marketing is presented as the basis for making key decisions. Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline. New case studies on Nicholas Mosse Pottery, Jameson Irish Whisky and Jacobs Fruitfield are included. It is suitable for 1st & 2nd year business students at third level and for students taking a marketing module as part of any other course. Additional resources for lecturers include: PowerPoint slides; Multiple Choice Questions with answers; Short Questions with answers; Video clips of key adverts; Case study teaching notes; A 'Design a Questionnaire' exercise with answer; and advertisement images and statistics tables from the text.