Marketing: An Introduction, 7/E
Gary Armstrong, University of North Carolina
Philip Kotler, Northwestern University

ISBN-10: 0131424106
ISBN-13: 9780131424104

Publisher: Prentice Hall
Copyright: 2005
Format: Paper; 720 pp
Published: 02/18/2004

Suggested retail price: $153.33
Buy from myPearsonStore

Marketing: An Introduction, 7e, helps students master modern marketing principles and practices. Written by today's best-selling marketing author team, this paperback text has a manageable 16 chapter organization and builds on the unprecedented success of its sixth edition by placing customer value in the driver's seat. An organizing customer value framework introduced in the first chapter sets the stage. All new video cases, new presentation resources, a new Driver's Manual student study guide, and OneKey all-in-one website for students and instructors are just a few reasons why this is the most contemporary marketing textbook.

  • Real world applications—Every chapter has a chapter opening vignette, Marketing at Work vignettes, end of chapter activities, and video case that show how marketing concepts are applied in the real word. A balance of best-practice and up-and-coming companies are illustrated. All vignettes and cases have been updated or replaced to ensure currency. The result: nearly every real world vignette cites articles or research dated 2003.
  • Companion website—www.prenhall.com/kotler is free for students and hosts helpful resources and learning aids such as study quizzes, chapter outlines, links, and additional exercises. Even more media-rich resources are available online via our new OneKey solution (See Supplements for a complete description).
  • Learning Journey: The most student friendly learning approach:

    • 1. Road Maps: Previewing the Concepts—Previews chapter concepts, links them with previous chapter concepts, and outlines learning objectives.

    • 2. Speed Bump: Linking the Concepts—Inserted at key points in each chapter, this features forces students to pause and make sure they are grasping the concepts.

    • 3. Rest Stop: Reviewing the Concepts—Summarizes key concepts at the end of each chapter.

    • 4. Navigating the Key Terms—A list of the chapter's key terms.

    • 5. Travel Log—"Discussing the Issues" and "Application Questions." Helps students keep track of and apply what they have studied in each chapter.

    • 6. Under the Hood-Marketing Technology—Application exercises and questions. Focuses students' attention on important marketing technologies in this digital age.

    • 7. Focus on Ethics—Provides situation descriptions and questions that highlight important ethics issues. Provides instructors with materialfor class discussions or for group projects.

    • 8. Video case—Students and instructors are reminded at the end of each chapter that a relevant video case is available. The video cases are all new and located at the end of the text.

    • 9. Glossary/Indexes—References all examples and information in the text. Gives students quick reference to key terms and other sources of information for further study.

  • Customer value emphasis—A five-step model of the marketing process is introduced in the first chapter then built upon throughout the text. At the center of this organizing framework is an emphasis on customer value. Students learn upfront (see p. 7) the importance of creating value for customers to capture value from customers in return.
  • Appendix One: The Marketing Plan—Entirely new to this edition, this appendix covers what's involved with developing a strategic marketing plan. An annotated sample plan is also provided. Optional: An academic version of Marketing PlanPro software is available when shrink-wrapped with this text. Standalone copies are available but only via www.paloalto.com. Ask your Prentice Hall representative about this special package option.
  • The most current videos—Sixteen brand new video segments, available on DVD, VHS, and online, are available to adopting instructors. Every segment was filmed in 2002-03 and designed for use with the text's all new video cases. Instructors can choose to have the DVD shrink-wrapped with the text at no additional cost. NEW-Video teaching notes are bound in the new Instructor's Edition for easy access.
  • The latest marketing concepts—New concepts appear throughout the text -- customer value, cutomer equity, value propositions, supply chain management, supplier development, direct marketing, database marketing, value pricing, dynamic pricing, integrated marketing communication, buzz marketing, brand positioning, brand equity, Web selling, sales training, marketing and diversity, and environmental sustainability. A new positioning map has also been added (see Fig 6.3 - pg. 209.)
These modern marketing themes are also infused throughout the text:
  • Brand strategy and managing brand equity—The branding coverage in the seventh edition is arguably the most extensive and up-to-date of all introductory marketing texts. Brand strategy, brand positioning, and brand equity are explored. (See pg. 241.)
  • Technology—Integrated in each chapter are new examples and material (i.e. pg. 1, 26, 124, 176) that illustrate how new technologies and the Internet continue to have a dramatic impact on marketing. A new Focus on Technology feature has been added to the end-of-chapter material throughout. Chapter 14 then focuses on this topic for those who want to cover it in greater detail.
  • Global marketing—Integrated chapter-by-chapter (i.e. pg. 29, 82, 173) plus covered in an entire chapter (15) that focuses on global marketing. New examples include Globalization vs. Americanization, how L'Oreal adapts global brands to local cultures, Whirpool, VAIO, and more.
  • Ethics, environmentalism, and social responsibility—Integrated chapter-by-chapter (i.e. pg 37, 65, 93, and 104) plus covered in an entire chapter (16) that's dedicated to these important concepts. New examples include Nike and corporate social responsibility; McDonald's obesity lawsuit; PWC's ethics program; and environmental sustainability - how companies are generating profits while helping save the planet. A new Focus on Ethics feature has been added to the end-of-chapter material throughout.
Innovative supplements that simplify:
  • OneKey online solution—Instructors can choose to have a student access code shrink-wrapped FREE with new copies of this textbook. Prentice Hall's new OneKey platform means all instructor and student online course materials for this book are delivered in one Web-based course system. Accessing resources has never been easier. All resources. One site. Visit Supplements for details. BlackBoard and WebCT compatible content is also available. Student codes may also be purchased separately at www.prenhall.com/marketing.
  • Instructor's Resource Center—Because supplements should simplify not overwhelm. The new IRC includes an extensive array of resources and is accessible online and on CD-ROM. The new Instructor's CD-ROM features a user-friendly interface with a searchable database; two new sets of PowerPoints--one basic and easily customizable and the other rich with images and media; all new TestGen EQ test/quiz generating software for PC/MAC; an image bank with figures from in and out of the text, and much more. Our goal is to provide teaching resources that are innovative yet easy to manage and use.

I. DEFINING MARKETING AND THE MARKETING PROCESS.

 1. Marketing: Managing Profitable Customer Relationships.

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

II. UNDERSTANDING THE MARKETPLACE OF CONSUMERS.

 3. The Marketing Environment.

 4. Managing Marketing Information.

 5. Consumer and Business Buyer Behavior.

III. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX.

 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

 7. Product, Services, and Branding Strategies.

 8. New-Product Development and Product Life-Cycle Strategies.

 9. Pricing Considerations and Strategies.

10. Marketing Channels and Supply Chain Management.

11. Retailing and Wholesaling.

12. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations.

13. Integrated Marketing Communication: Personal Selling and Direct Marketing.

IV. EXTENDING MARKETING.

14. Marketing in the Digital Age.

15. The Global Marketplace.

16. Marketing and Society: Social Responsibility and Marketing Ethics.

Appendix 1. Sample Marketing Plan.

Appendix 2. Video Cases (one per chapter).

Appendix 3. Marketing Arithmetic.

Appendix 4. Careers in Marketing.

Glossary/Index.



What reviewers are saying about Philip Kotler and Gary Armstrong's recent work (Principles of Marketing and Marketing: An Introduction):




"I have aggressively sought to utilize various assessment tools in my curriculum and have been very pleased with the Armstrong/Kotler support and value-added materials. I find the students often list them as "MOST HELPFUL" in course evaluations." — Temple University reviewer


"I think Kotler and Armstrong really have a tiger by the tail in emphasizing relationships as their dominant theme... Their new emphasis on relationships and the new digital age are consistent with my high-tech, high-touch approach to marketing." — Tulane University reviewer


"The authors do a superb job of covering customer value. It is certainly a conspicuous cornerstone of the book. The concept is well integrated in each chapter I that I reviewed." — University of Southern Mississippi reviewer


"The value creation underlying theme is excellent. The section on brand strategy is thorough, provides good examples, and students can relate to it." — County College of Morris reviewer


"Great idea to place positioning in with the product - FINALLY a book that did this!" — Southern New Hampshire University reviewer


"This text is one of the best overall undergraduate marketing texts I have seen, because it incorporates more real-world applications of marketing concepts than any others I have used. This text does a good job of presenting marketing theory that is based on academic literature without excessive jargon or 'lists' that students think they should memorize. The videos and cases go well with the material." — George Washington University reviewer


"The strengths of Kotler and Armstrong are that the focus is on the customer, which is very important and they define marketing in an understandable manner. I think they use excellent examples.... I am impressed." — Montgomery Community College reviewer


"Kotler and Armstrong have stayed contemporary with everything going on in the field." — California State University, Northridge reviewer


"The authors offer appropriate organizations and marketing efforts as examples and illustrations, and they have done a superb job of accounting for the current and emerging trends in a discipline that is characterized by rapid change." — Eastern Kentucky University reviewer


"The CRM topic is given better coverage than in our present text." — Milwaukee Area Technical College, Mequon Campus reviewer


"I do applaud the authors' practice of clearly delineating chapter objectives up front, followed by a review of the objectives/concepts at the end of the chapter - I like this continuity." — University of North Florida reviewer


"Good focus on digital issues and relationships throughout the text...The content is very good...The examples are current and applicable to this age group of students." — Western Michigan University reviewer


"Segmentation is a key chapter in my course. Kotler and Armstrong are superior in their coverage of this material...I feel my students would be better off with Kotler and Armstrong's text." — Murray State University reviewer


"Kotler and Armstrong is quite refreshing, as it draws the reader into the fascinating areas of marketing via the use of real life examples right off the bat. My current text just starts by explaining theory with a few scattered examples, and many flow charts and graphs." — University of Utah reviewer


"I particularly think that Kotler and Armstrong's text is far superior to [my present text-in-use] relative to the "What is Marketing?" section in the first chapter....I love the diversity of products and companies chosen for the company examples and cases; examples of companies that all ages can relate to and that are of interest to YOUNG PROFESSIONALS. [Present text-in-use] uses too many "stereotypical" college products, not giving students credit for being interested in other than." — Texas State University reviewer


"...we might seriously take a look at Kotler and Armstrong." — University of South Alabama reviewer

View a Sample Chapter PDF:

Give your students a choice! PearsonChoices products are designed to give your students more value and flexibility by letting them choose from a variety of text and media formats to best match their learning style and their budget.

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, see the Packages tab.

    CourseSmart Textbooks Online is an exciting new choice for students looking to save money. As an alternative to purchasing the print textbook, students can subscribe to the same content online and save up to 50% off the suggested list price of the print text. With a CourseSmart etextbook, students can search the text, make notes online, print out reading assignments that incorporate lecture notes, and bookmark important passages for later review. For more information, or to subscribe to the CourseSmart eTextbook, visit www.coursesmart.com.

     

  • 0131287923Marketing: An Introduction, CourseSmart eTextbook, 7/E
    Armstrong & Kotler
    © 2005 | Prentice Hall | On-line Supplement; 720 pages | Instock
    ISBN-10: 0131287923 | ISBN-13: 9780131287921
    URL: http://www.coursesmart.com
    Brief Description | Buy from myPearsonStore

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, browse our available packages below, or contact your Pearson Higher Education representative to create your own package.



Copyright ©2008 Pearson Education. All rights reserved. Legal Notice | Privacy Policy | Permissions