Marketing An Introduction

Series
Financial Times
Author
Gary Armstrong / Philip Kotler / Michael Harker / Ross Brennan  
Publisher
Pearson
Cover
Softcover
Edition
1
Language
English
Total pages
648
Pub.-date
April 2009
ISBN13
9780273713951
ISBN
0273713957
Related Titles


Product detail

Title no longer available

Alternative title

Product Edition Date Price CHF Available
9780273762607
Marketing: An Introduction
2 July 2012 74.20
9781292017518
Marketing An Introduction
3 August 2015 77.10
9781292200309
Marketing: An Introduction
14 April 2019 83.00

Description

PUTTING YOU IN CONTROL OF YOUR OWN JOURNEY THROUGH MARKETING

Marketing introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. 

This classic text has been refreshed and remodelled to create a lively and exciting first edition that is perfect for European students.  Marketing answers key questions that face the subject in the 21st century, such as:  

·        Can marketing adapt to the challenges and opportunities presented by Second Life and new online virtual worlds?

·        How is the marketing of Marks & Spencer being shaped by concerns over sustainability and the environment?

·        What do companies such as Volkswagen need to do to break into the increasingly important car markets of the Far East?

Once on the open road, you will be guided through the core ideas, processes and issues that underpin marketing today. Your learning experience will flow seamlessly between the book and the online environment, which includes multiple-choice quizzes, video clips, podcasts, web activities, interactive games, and much more.

LET’S GO – YOUR JOURNEY STARTS HERE!

Features

  • ‘Previewing the Concepts’ – a section at the beginning of each chapter that briefly previews the chapter concepts by outlining learning outcomes and introducing the chapter opening case study
  • ‘Linking the Concepts’ – these checks at key points of the chapter encourage the student to slow down and reflect on what they have just read and learnt, by asking them how they would apply key concepts
  • ‘Reviewing the concepts’ – a summary of key concepts at the end of each chapter
  • ‘Discussing the Issues and Applications’ Questions – help students keep track of and apply chapter concepts
  • ‘Focus on Technology’ – provide discussion on important and emerging marketing technologies in the digital age
  • ‘Focus on Ethics’ – situation descriptions and questions highlight important issues in marketing ethics

New to this Edition

This edition includes new and expanded material on a wide range of other topics, including managing customer relationships, brand strategy and positioning, supplier satisfaction and partnering, supply chain management, data mining and data networks, buzz marketing and experiential marketing, value-based pricing, dynamic pricing, marketing channel developments, environmental sustainability, cause-related marketing, marketing and diversity, socially responsible marketing, new marketing technologies, global marketing strategies, and much, much more.

Examples have been drawn from all over world, with a particular focus on European brands such as UEFA; Danone; Primark; Miele; Aldi; Electrolux; IKEA; Guinness; Lego; Volkswagen; Experian; and much much more.

Table of Contents

Part 1 – Defining Marketing and the Marketing Process

1. Marketing: Managing profitable Customer Relationships
2. Company and Marketing Strategy: partnering to build customer relationships

Part 2 – Understanding the marketplace and consumers

3. The Marketing Environment
4. Managing Marketing Information
5. Consumer and Business Buyer behaviour

Part 3 – Designing a Customer-driven Marketing Strategy and Marketing Mix

6. Segmentation, targeting and positioning: Building the right relationships with the right customers 
7. Product, services and branding strategy
8. New-product development and product life-cycle strategies
9. Pricing: understanding and capturing customer value
10. Marketing channels and supply chain management
11. Retailing and wholesaling
12. Communicating customer value: Advertising, sales promotion and public relations
13. Communicating customer value: Personal selling and direct marketing

Part 4 – Extending Marketing

14. Marketing in the digital age
15. The global marketplace
16. Ethics, social responsibility and sustainability

Appendix 1, Marketing plan

Appendix 2, Marketing metrics

Appendix 3, Careers in marketing

Back Cover

PUTTING YOU IN CONTROL OF YOUR OWN JOURNEY THROUGH MARKETING

Marketing introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. 

This classic text has been refreshed and remodelled to create a lively and exciting first edition that is perfect for European students.  Marketing answers key questions that face the subject in the 21st century, such as:  

·        Can marketing adapt to the challenges and opportunities presented by Second Life and new online virtual worlds?

·        How is the marketing of Marks & Spencer being shaped by concerns over sustainability and the environment?

·        What do companies such as Volkswagen need to do to break into the increasingly important car markets of the Far East?

Once on the open road, you will be guided through the core ideas, processes and issues that underpin marketing today. Your learning experience will flow seamlessly between the book and the online environment, which includes multiple-choice quizzes, video clips, podcasts, web activities, interactive games, and much more.

LET’S GO – YOUR JOURNEY STARTS HERE!

'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

 

'In this European edition of Kotler and Armstrong's text, the authors have provided a great book that introduces students to the fascinating yet challenging world of marketing. The book is interspersed with interesting short case studies that significantly increase its relevance for European students and scholars alike.'

Jaya S Akunuri, University of East London

 

'Marketing provides a sound basis upon which students can build a good understanding of marketing within a European context. A comprehensive update that will enable students to benefit from the authors' expertise.'

Peter Williams, Leeds Metropolitan University

 

'The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.'

Ton Borchert, Hogeschool Utrecht University of Applied Sciences, The Netherlands

 

Ross Brennan is Reader in Marketing at Middlesex University Business School. Michael Harker is Lecturer in Marketing at University of Strathclyde Business School.