Marketing: an introduction. /
Gary Armstrong et al.
- 5th ed.
- Ontario : Pearson Canada Inc., 2015.
- xxvi, 630 p. : ill. ; 28 cm.
Includes bibliographical references.
Part 1: Defining marketing and the marketing process: Marketing:creating and capturing customer value -- Company and marketing strategy: partnering to build customer relationships -- Sustainable marketing social responsibility and ethics -- Part 2: Understanding the marketplace and consumers: Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding customer and business buyer behaviour -- Part 3: Designing a customer-driven marketing strategy and marketing mix: Segmentation, targeting, and positioning -- Developing and managing products and services -- Brand strategy and management -- Pricing: understanding and capturing customer value -- Marketing channels -- Communicating customer value: advertising and public relations -- Personal selling and sales promotion -- Direct and online marketing.