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Principles of Marketing 7th Edition by Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler 9781488611841 148861184X

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Principles of Marketing Australian 7th Edition 2017 Gary Armstrong Digital Instant Download

Author(s): Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler
ISBN(s): 9781488611841, 148861184X
File Details: PDF, 27.00 MB
Language: english
SKU: EB-10454046 Category: Tags: , , , ,

Principles of Marketing 7th Edition by Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler – Ebook PDF Instant Download/Delivery: 9781488611841, 148861184X

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Product details:

ISBN 10: 148861184X

ISBN 13: 9781488611841

Author: Gary Armstrong, Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler

Principles of Marketing keeps pace with a rapidly changing field, focussing on the ways brands create and capture consumer value. Practical content and linkage are at the heart of this edition. Real local and international examples bring ideas to life and new feature ‘linking the concepts’ helps students test and consolidate understanding as they go.

This edition enhances understanding with a unique learning design including revised, integrative concept maps at the start of each chapter, end-of-chapter features summarising ideas and themes, a mix of mini and major case studies to illuminate concepts, and critical thinking exercises for applying skills.

Table of contents:

Part 1 Defining marketing and the marketing process
Chapter 1 Marketing: Creating and capturing customer value
Chapter 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships

Part 2 Understanding the marketplace and consumers
Chapter 3 The marketplace and customers: Analysing the environment
Chapter 4 Marketing analytics: Gaining customer insights
Chapter 5 Buyer behaviour: Understanding consumer and business buyers

Part 3 Designing a customer-driven strategy and mix
Chapter 6 Customer-driven marketing strategy: Creating value for target customers
Chapter 7 Products, services and brands: Offering customer value
Chapter 8 New products: Developing and managing innovation
Chapter 9 Pricing: Capturing customer value
Chapter 10 Placement: Customer value fulfilment
Chapter 11 Communicating customer value: Advertising and public relations
Chapter 12 Personal selling and sales promotion: Creating value in relationships
Chapter 13 Direct and digital marketing: Interactivity and fulfilment

Part 4 Extending marketing
Chapter 14 Sustainable marketing: Social responsibility, ethics and legal compliance

Appendices
Appendix 1 Case studies
Appendix 2 The marketing plan: An introduction
Appendix 3 Marketing analytics spotlights
Appendix 4 Careers in marketing
Glossary

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Tags: Gary Armstrong, Stewart Adam, Sara Denize, Principles