Description
Book SynopsisAbout our authors
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and master's degrees in business from Wayne State University in Detroit, and he received his PhD in marketing from Northwestern University. Dr. Armstrong has contributed numerous articles to leading business journals. As a consultant and researcher, he has worked with many companies on marketing research, sales management, and marketing strategy.
But Professor Armstrong's first love has always been teaching. His long-held Blackwell Distinguished Professorship is the only permanent endowed professorship for distinguished undergraduate teaching at the University of North Carolina at Chapel Hill. He has been very active in the teaching and administration of Kenan-Flagler's undergraduate program. His administrative posts have included Chair of Marketing, Ass
Table of Contents
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
- Marketing: Creating Customer Value and Engagement
- Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
- Analyzing the Marketing Environment
- Managing Marketing Information to Gain Customer Insights
- Understanding Consumer and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN MARKETING STRATEGY AND MIX
- Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
- Product, Services, and Brands: Building Customer Value
- Developing New Products and Managing the Product Life Cycle
- Pricing: Understanding and Capturing Customer Value
- Marketing Channels: Delivering Customer Value
- Retailing and Wholesaling
- Engaging Customers and Communicating Customer Value: Advertising and Public Relations
- Personal Selling and Sales Promotion
- Digital Marketing
PART 4: EXTENDING MARKETING
- The Global Marketplace
- Sustainable Marketing: Social Responsibility and Ethics
APPENDICES
- Company Cases
- Marketing Plan
- Marketing by the Numbers
- Careers in Marketing
