Marketing: An Introduction, eBook, Global Edition
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Marketing: An Introduction, eBook, Global Edition

Gary Armstrong, Philip Kotler, Marc Opresnik

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  1. 672 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF
No longer available

Marketing: An Introduction, eBook, Global Edition

Gary Armstrong, Philip Kotler, Marc Opresnik

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Table of contents
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Information

Publisher
Pearson
ISBN
9781292146522
Edition
13
Subtopic
Sales
Chapter 
1: 
Marketing: 
Creating 
Customer 
Value 
and 
Engagement
65
Company 
Cases 
FedEx/4 
Campbell’s/14 
Alibaba
See 
Appendix 
for 
cases 
appropriate 
for 
this 
chapter. 
Case 
1, 
FedEx: 
Making 
Every 
Customer 
Experience 
Outstanding
From 
the 
time 
FedEx 
opened 
for 
business 
over 
40 
years 
ago, 
the 
company 
strategy 
has 
been 
built 
on 
foundation 
of 
obses-
sive 
customer 
focus. 
Case 
4, 
Campbell’s: 
Watching 
What 
You 
Eat
Through 
extensive 
marketing 
research, 
Campbell’s 
maintains 
its 
customer 
focus. 
Case 
14, 
Alibaba: 
The 
World’s 
Largest 
E-Tailer 
Is 
Not 
Amazon.
Alibaba 
is 
on 
track 
to 
hit 
$700 
billion 
in 
annual 
revenues 
within 
two 
years 
by 
providing 
everything 
customers 
need 
and 
desire.
My
Marketing
Lab
If 
assigned 
by 
your 
instructor, 
complete 
these 
writing 
sections 
from 
your 
Assignments 
in 
the 
MyLab.
1-18.
Compare 
and 
contrast 
needs, 
wants, 
and 
demands. 
Which 
one(s) 
can 
marketers 
influence? 
(AACSB: 
Communication; 
Reflective 
Thinking)
1-19.
Is 
it 
fair 
to 
single 
out 
specific 
products 
for 
restrictions 
such 
as 
when 
New 
York 
City 
proposed 
size 
cap 
on 
soft 
drinks? 
Discuss 
this 
argument 
from 
all 
sides 
of 
this 
issue: 
government, 
soft 
drink 
marketers, 
and 
consumers. 
(AACSB: 
Written 
and 
Oral 
Communication; 
Reflective 
Thinking)

Table of contents