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Marketing: An Introduction

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Author(s): Gary Armstrong, Philip T. Kotler, Valerie Trifts, Lilly Anne Buchwitz
Edition: 6th, Canadian
Publisher: Pearson
Year: 2017

Language: English
Commentary: edoc.site; post compiled question bank, regards
Pages: 737
Tags: Gary Armstrong, Marketing Canada

Table of Contents

1. Marketing: Creating and Capturing Customer Value

2. Company and Marketing Strategy: Partnering to Build Customer Relationships

3. Sustainable Marketing Social Responsibility and Ethics

4. Analyzing the Marketing Environment

5. Managing Marketing Information to Gain Customer Insights

6. Understanding Consumer and Business Buyer Behaviour

7. Segmentation, Targeting, and Positioning

8. Developing and Managing Products and Services

9. Brand Strategy and Management

10. Pricing: Understanding and Capturing Customer Value

11. Marketing Channels

12. Retailing and Wholesaling

13. Communicating Customer Value: Advertising and Public Relations

14. Personal Selling and Sales Promotion

15. Direct, Online, Social Media, and Mobile Marketing

16. The Global Marketplace

Appendix 1 — General Company Information: Boston Pizza

Appendix 2 - The Marketing Plan

Appendix 3 — Marketing By the Numbers