Marketing: An Introduction Plus 2017 Mylab Marketing With Pearson Etext -- Access Card Package by Gary ArmstrongMarketing: An Introduction Plus 2017 Mylab Marketing With Pearson Etext -- Access Card Package by Gary Armstrong

Marketing: An Introduction Plus 2017 Mylab Marketing With Pearson Etext -- Access Card Package

byGary Armstrong, Philip Kotler

Book & Toy | March 22, 2017

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For undergraduate courses on the Principles of Marketing.

This package includes MyMarketingLab


An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach

Marketing: An Introduction shows readers 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 readers with a richer understanding of basic marketing concepts, strategies, and practices.


Personalize Learning with MyMarketingLab

MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.


0134472497 / 9780134472492 Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package


Package consists of:

  • 013414953X / 9780134149530 Marketing: An Introduction
  • 0134132351 / 9780134132358 MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction


As a team, Gary Armstrong and Philip Kotler provide a blend of skills uniquely suited to writing an introductory marketing text. Professor Armstrong is an award-winning teacher of undergraduate business students. Professor Kotler is one of the world’s leading authorities on marketing. Together they make the complex world of marketing ...
Title:Marketing: An Introduction Plus 2017 Mylab Marketing With Pearson Etext -- Access Card PackageFormat:Book & ToyDimensions:672 pages, 10.8 × 8.5 × 0.9 inPublished:March 22, 2017Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:013478734X

ISBN - 13:9780134787343

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Table of Contents

Part 1: Defining Marketing and the Marketing Process

1. Marketing Creating Customer Value and Engagement

2. Company and Marketing Strategy  Partnering to Build Customer Engagement, Value, and



Part 2: Understanding the Marketplace and Customer 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 Marketing Strategy and Mix

6. Customer Value-Driven Marketing Strategy  Creating Value for Target Customers

7. Product, 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 Customers and Communicating Customer Value Advertising and Public


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