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Marketing: An Introduction (6th Canadian Ed) by Gary Armstrong Pearson Canada | 2017 | ISBN-10: 0134095804 | 737 Pages | PDF | 24.9 mb https://www.amazon.com/Marketing-Introduction-Canadian-Gary-Armstrong/dp/0134095804
Top marketers all share a common goal: putting consumers at the heart of marketing. Today’s 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 edition’s 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 master’s 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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