Marketing: An Introduction (6th Canadian Ed)
by Gary Armstrong
Pearson Canada | 2017 | ISBN-10: 0134095804 | 737 Pages | PDF | 24.9 mb
Top marketers all share a common goal: putting consumers at the heart of marketing. Todays marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers.
Marketing: An Introduction makes learning and teaching marketing more productive and enjoyable than ever. The sixth Canadian editions streamlined approach strikes an effective balance between depth of coverage and ease of learning.
About the Author
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. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. in marketing from Northwestern University.
CONTENTS
Preface xxi
PART 1: Defining Marketing and the Marketing Process 2
1 Marketing: Creating and Capturing Customer Value 3
2 Company and Marketing Strategy: Partnering to Build Customer Relationships 43
3 Sustainable Marketing, Social Responsibility, and Ethics 79
PART 2: Understa nding the Marketplace and Consumers 116
4 Analyzing the Marketing Environment 117
5 Managing Marketing Information to Gain Customer Insights 155
6 Understanding Consumer and Business Buyer Behaviour 195
PART 3: Designing a Customer-Driven Marketing Strat egy and Marketing Mix 236
7 Segmentation, Targeting, and Positioning 237
8 Developing and Managing Products and Services 275
9 Brand Strategy and Management 319
10 Pricing: Understanding and Capturing Customer Value 351
11 Marketing Channels 389
12 Retailing and Wholesaling 431
13 Communicating Customer Value: Advertising and Public Relations 465
14 Personal Selling and Sales Promotion 507
15 Direct, Online, Social Media, and Mobile Marketing 545
16 The Global Marketplace 583
Appendix 1: General Company Information: Boston Pizza 617
Appendix 2: Abbreviated Sample Marketing Plan: Boston Pizza 621
Appendix 3: Marketing by the Numbers 633
Endnotes 652
Glossary 677
Index 686
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