Marketing : an introduction / 6th ed

Summary: Publisher Summary 1 The sixth edition of this text/CD-ROM package reflects the latest thinking in areas such as relationship marketing, communication technologies, value-delivery networks, global marketing, marketing ethics, and environmentalism. Sections cover the marketing process, the marketing environment, developing marketing strategy, and marketing and society. The CD-ROM contains videos about a fictional Internet company, plus interactive exercises that challenge students to help the company develop new marketing strategies. Armstrong is affiliated with the Kenan-Flagler Business School at the University of North Carolina-Chapel Hill; Kotler is with the Kellogg Graduate School of Management, Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com)   Publisher Summary 2 This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars?(1) theory and concepts; (2) practices and applications; and (3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing?in sales forces, retailing, advertising, research, or any other