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Book Cover
Author Armstrong, Gary (Gary M.), author

Title Principles of marketing / Gary Armstrong, Stewart Adam, Sara Denize, Philip Kotler
Edition Sixth edition
Published Frenchs Forest, N.S.W. : Pearson, 2014


Location Call no. Vol. Availability
 MELB  658.8 Kot/Pom 2015  AVAILABLE
 MELB  658.8 Kot/Pom 2015  AVAILABLE
 MELB  658.8 Kot/Pom 2015  AVAILABLE
 MELB  658.8 Kot/Pom 2015  AVAILABLE
 MELB  658.8 Kot/Pom 2015  AVAILABLE
 W'BOOL  658.8 Kot/Pom 2015  AVAILABLE
 W'BOOL  658.8 Kot/Pom 2015  AVAILABLE

1 copy ordered for WATERFT BUSINESS UNIT READING on 03-04-2017.
4 copies ordered for MELB UNIT READING on 03-04-2017.
Description xx, 572 pages : colour illustrations, ; 28 cm
regular print
Series Always Learning
Always learning.
Contents Part 1: Defining marketing and the marketing process. 1. Marketing: creating and capturing customer value -- 2. Company and marketing strategy: partnering to build customer relationships -- Part 2: Understanding the marketplace and consumers. 3. Analysing the marketing environment -- 4. Managing marketing information to gain customer insights -- 5. Understanding consumer and business buyer behaviour -- Part 3: Designing a customer-driven strategy and mix. 6. Customer-driven marketing strategy: creating value for target customers -- 7. Products, services and brands: offering customer value -- 8. Developing new products and managing innovation -- 9. Pricing to capture customer value -- 10. Placement: customer value fulfilment -- 11. Communicating customer value: advertising and public relations -- 12. Personal selling and sales promotion -- 13. Direct and digital marketing: building one-to-one customer relationships -- Part 4: Extending marketing. 14. Sustainable marketing: social responsibility, ethics and legal compliance
Analysis Australian
Notes Includes index
The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today ́ђةs marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value ́ђاcreating and capturing it ́ђاdrives every effective marketing strategy. The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement
Bibliography Includes bibliographical references and index
Notes Previous ed.: 2012
Subject Customer relations -- Management -- Textbook
Customer relations -- Management.
Marketing -- Management -- Textbook
Marketing -- Textbook
Author Adam, Stewart, author
Armstrong, Gary (Gary M.)
Denize, Sara M. (Sara Marion), 1962- author
Kotler, Philip, author
ISBN 1486002692 (paperback)
9781486002696 (paperback)
Other Titles Marketing