Marketing: An Introduction and MyMarketingLab Package, 9/E
Gary Armstrong, University of North Carolina
Philip Kotler, Northwestern University

ISBN-10: 0138157189
ISBN-13: 9780138157180

Publisher: Prentice Hall
Copyright: 2009
Format: Kit/Package/ShrinkWrap
Published: 07/22/2008

Suggested retail price: $160.00
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For undergraduate courses in Principles of Marketing.

 

This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.


For undergraduate courses in Principles of Marketing.

 

This best-selling, brief introduction to marketing teaches students marketing using a customer value framework.

 

Customer Value Framework

 

The ninth edition of this text presents the very latest in marketing thinking.  It builds upon an innovative and integrative marketing framework, one that positions marketing simply as the art and science of creating value for customers in order to capture value from customers in return.

 

  • Chapter 1 introduces this framework in a five-step marketing process model; Pg. 2-33
  • After detailing this framework in the first two chapters, it is then integrated throughout the remainder of the text; Example Pg.165-167

Building and Managing Brand Equity

 

Well-positioned brands with strong brand equity provide the basis upon which to build profitable customer relationships.  Today’s marketer’s must be good at positioning their brands powerfully and manage them well.  Some of the examples include:

 

  • NASCAR — Creates avidly loyal fans by selling not just stock car racing, but a high-octane, totally involved experience; Pg. 35-36
  • Harrah’s — The world’s largest casino operator, maintains a vast customer database and uses CRM to manage day-to-day customer relationships and build customer loyalty; Pg. 116-117

 

OTHER TOPICS OF DISTINCTION

 

NEW! Expanded Coverage of Integrated Marketing Communications

 

The chapters on integrated marketing communications have been completely restructured to reflect sweeping shifts in how today’s marketers communicate value to customers.  Some of the changes include:

 

  • A heavily revised Chapter 12 — To increase students awareness of the changes in marketing, this chapter addresses the shifting IMC model, emphasizing how marketers are adding a host new-age media–everything from interactive TV and the Internet to iPods and cell phones–to reach more carefully targeted customers.
  • Brand NEW Chapter 14 — Titled “Direct and Online Marketing,” this chapter exposes students to direct marketing and Internet marketing.  It introduces new digital direct marketing technologies, such as mobile phone marketing, podcasts and vodcasts, and interactive TV.

 

NEW! Social Networks

 

Several chapters contain new and expanded discussions of the exploding use of social networks–how marketers are tapping digital online networks such as YouTube, MySpace, and others to build strong relationships between brands and customers.

 

NEW! Appendix 1: Company Cases

 

This edition provides 16 new company cases by which students can apply what they learn to actual company situations.  Many new video cases have been added with brief, end-of-chapter summaries and discussion questions.

 

NEW! Appendix 3: Marketing By Numbers

 

This comprehensive new appendix introduces students to the marketing financial analysis that helps to guide, assess, and support marketing decisions in this age of marketing accountability.

 

Chapter Opening Vignettes and “Marketing at Work” Boxes

 

Marketing: An Introduction takes a practical marketing-management approach, providing countless real-life examples that bring life to the marketing journey.  Carefully constructed opening vignettes and “Marketing at Work” boxes highlight stories that reveal the drama of modern marketing showing how:

 

  • Starbucks has brewed up an ambitious, multi-pronged growth strategy to maintain its phenomenal growth in an increasingly overcaffeinated marketplace; Pg. 32-33
  •  GEICO used an industry-changing advertising campaign featuring a likeable spokes-lizard, an indignant clan of cavemen, and an enduring tagline, GEICO to become an industry leader; Pg. 212-213
  • Dove is on a bold mission to create a broader, healthier view of beauty with its Campaign for Real Beauty featuring candid and confident images of real women of all types; Pg. 494-495

 

End-of-Chapter Material

 

To test student understanding of concepts covered in each chapter, innovative exercises have been included at the end of each chapter.  The learning devices include:

 

  • Rest Stop — A summary of key concepts that review key ideas and summarize each objective; Pg. 317
  • Navigating Key Terms — A list of key terms and an accompanying Web page provide a detailed analysis of the meaning and importance of each term; Pg. 318
  • Travel Log — Discussing the Issues and Applications Questions help students to keep track of and apply what they’re studied; Pg. 318
  • Under the Hood — Focus on Technology. Application exercises and questions focus attention and discussion on important marketing technologies in this digital age; Pg. 319
  • Focus on Ethics — Situation descriptions and questions highlight important issues in marketing ethics; Pg. 319
  • Video Cases — Every chapter is supplemented with a written case that also has a video component that brings material to life for students; Pg. 319-320

NEW! Expanded Coverage of Integrated Marketing Communications

 

The chapters on integrated marketing communications have been completely restructured to reflect sweeping shifts in how today’s marketers communicate value to customers.  Some of the changes include:

 

  • A heavily revised Chapter 12 — To increase students awareness of the changes in marketing, this chapter addresses the shifting IMC model, emphasizing how marketers are adding a host new-age media–everything from interactive TV and the Internet to iPods and cell phones–to reach more carefully targeted customers.
  • Brand NEW Chapter 14 — Titled “Direct and Online Marketing,” this chapter exposes students to direct marketing and Internet marketing.  It introduces new digital direct marketing technologies, such as mobile phone marketing, podcasts and vodcasts, and interactive TV.

 

NEW! Social Networks

 

Several chapters contain new and expanded discussions of the exploding use of social networks–how marketers are tapping digital online networks such as YouTube, MySpace, and others to build strong relationships between brands and customers.

 

NEW! Appendix 1: Company Cases

 

This edition provides 16 new company cases by which students can apply what they learn to actual company situations.  Many new video cases have been added with brief, end-of-chapter summaries and discussion questions.

 

NEW! Appendix 3: Marketing By Numbers

 

This comprehensive new appendix introduces students to the marketing financial analysis that helps to guide, assess, and support marketing decisions in this age of marketing accountability.

Part 1—Defining Marketing and the Marketing Process
1.    Marketing:  Creating and Capturing Customer Value
2.    Company and Marketing Strategy:  Partnering to Build Customer Relationships

Part 2—Understanding the Marketplace and Consumers
3.    Analyzing the Marketing Environment
4.    Managing Marketing Information to Gain Customer Insights
5.    Understanding Consumer and Business Buyer Behavior

Part 3—Designing a Customer-Driven Marketing Strategy and Marketing Mix
6.    Customer-Driven Marketing Strategy:  Creating Value for Target Customers
7.    Products, Services, and Brands:  Building Customer Value
8.    New-Product Development and Life-Cycle Strategies
9.    Pricing:  Understanding and Capturing Customer Value
10.    Marketing Channels:  Delivering Customer Value
11.    Retailing and Wholesaling
12.    Communicating Customer Value:  Advertising and Public Relations
13.    Communicating Customer Value:  Personal Selling and Sales Promotion
14.    Direct and Online Marketing:  Building Direct Customer Relationships

Part 4—Extending Marketing
15.    The Global Marketplace
16.    Marketing Ethics and Social Responsibility

APPENDICES
1.    Company Cases
2.    Marketing Plan
3.    Marketing by the Numbers
4.    Careers in Marketing
Glossary
Subject Index
Name, Organization, Brand, Company Index

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