Marketing: An Introduction, European Edition - An Introduction, European Edition

‘Contemporary content and examples, interwoven throughout to bring the subject to life in an accessible, familiar way.  Different way of organising topics, which brings readers deeper into the subject by gradual stages.’
Donald Lancaster, Bath University
 
From previous editions
'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.'
Caroline Miller, Keele University
 
 'Clear and easy to read with insightful and relevant material covering all the things that are necessary in a modern textbook. This text is valued highly by tutors and students - keep up the good work!'
Catherine Canning, Glasgow Caledonian University
 
 Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and professional courses, to marketing concepts. It focuses on how to build profitable customer relationships by encouraging students to apply concepts to real commercial practice through numerous case studies from Europe, Middle East and Asia.
 
Now updated with the latest ideas in digital marketing such as big data, analytics and social marketing as well as up-to-date case studies from a range of consumer and industrial brands including Netflix, Aldi, Spotify, Google, Alibaba and Airbus 380, this fourth edition combines the clarity and authority of the US original within the context of European marketing practice.
 
Marketing: An Introduction makes learning and teaching marketing more effective, easier and more enjoyable. The text’s approachable style and design are well suited to cater to the enormous variety of students taking introductory marketing classes.
 
About the authors
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.
Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.
Ross Brennan is Professor of Industrial Marketing at the University of Hertfordshire Business School.
 
 

Table des matières

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
 

A propos de l'auteur

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.
Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Michael Harker is Lecturer in Marketing at the University of Strathclyde Business School, Glasgow.
Ross Brennan is a Professor of Industrial Marketing at the University of Hertfordshire Business School.

Résumé

Stay up to date with the current principles and major themes of Marketing, from theory to practice.

Marketing: An Introduction, 4^th edition by Brennan, Harker, Armstrong, and Kotler introduces you to the most up-to-date principles of Marketing, offering a complete overview of the discipline and full coverage of the current themes.
Ideal for undergraduate and postgraduate students, as well as professionals, the textbook retains its clarity, coherence, and authority in presenting the main marketing concepts, encouraging you to apply what you learn to real commercial practices through numerous case studies from Europe, the Middle East, and Asia.
What will you learn about Marketing in this latest edition?

• You will be guided through five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age, and marketing responsibly around the globe.
• You will be presented with a comprehensive outline of marketing theory and practice because Marketing is a company-wide function.
• You will be provided with the most up-to-date coverage of current issues in Marketing, including the implications of Brexit for the European marketers, changes in the rules and regulations such as the General Data Protection Regulations of the EU, and the rise of mobile marketing and networked consumer.
• Your learning experience will flow seamlessly between the book and the online environment, with chapter links to European bodies, marketing journals, case study questions, and multiple-choice questions.

With an approachable style and variety of features and applications, this must-have guide will provide the tools you need to gain a broad insight into this ever-expanding field and think like a marketer.

Détails du produit

• Auteurs: Gary Armstrong, Ross Brennan, Michael Harker, Philip T Kotler, Philip T. Kotler
• Edition: Pearson Academic
• Langues: Anglais
• Format d'édition: Livre de poche
• Sortie: 30.04.2019
• EAN: 9781292200309
• ISBN: 978-1-292-20030-9
• Pages: 672
• Dimensions: 195 mm x 265 mm x 25 mm
• Poids: 1240 g
• Thème: Pearson
• Catégorie: Sciences sociales, droit, économie > Economie > Publicité, marketing