+612 9045 4394
 
CHECKOUT
Principles of Marketing - Gary Armstrong

Paperback

Published: 1st October 2014
Ships: 5 to 9 business days
5 to 9 business days
RRP $133.95
$119.50
11%
OFF
or 4 easy payments of $29.88 with Learn more

The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever.

Today’s 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–creating and capturing it–drives 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.

  • Part 1: Defining Marketing and the Marketing Process
  • 1 Marketing: Creating and Capturing Customer Value
  • 2 Company and Marketing Strategy: Partnering to Build Customer Satisfaction
  • Part 2: Understanding the Marketplace and Consumers
  • 3 The Marketplace and Customers: Analysing the Environment
  • 4 Managing Marketing Information: Gaining Customer Insights
  • 5 Buyer Behaviour: Understanding Consumer and Business Buyers
  • Part 3: Designing a Customer-Driven Strategy and Mix
  • 6 Customers Segments: Creating Value for Target Customers
  • 7 Products, Services and Brands: Offering Customer Value
  • 8 New-Products: Developing and Managing Innovation
  • 9 Pricing: Capturing Customer Value
  • 10 Placement: Customer Value Fulfilment
  • 11 Advertising and Public Relations: Communicating Customer Value
  • 12 Selling and Sales Promotion: Creating Value in Relationships
  • 13 Direct and Digital Marketing: Building One-to-One Customer Relationships
  • Part 4: Extended Marketing
  • 14 Sustainable Marketing: Valuing Social Responsibility
  • Appendices
  • Appendix 1 Marketing Metrics Spotlights
  • Appendix 2 The Marketing Plan: An Introduction

Download the detailed Contents List (437 Kb)

ISBN: 9781486002696
ISBN-10: 1486002692
Audience: Tertiary; University or College
Format: Paperback
Language: English
Published: 1st October 2014
Publisher: Pearson Education Australia
Country of Publication: AU
Edition Number: 6