TY  - BOOK
AU  - Armstrong, Gary
AU  - Kotler, Philip
AU  - Opresnik, Marc O.
TI  - Marketing: An Introduction
SN  - 9781292146508
U1  - 658.8 
PY  - 2017///
CY  - Harlow
PB  - Pearson Education Limited
KW  - Marketing
N1  - 1. Understanding Marketing Management
2. Marketing in the Twenty-First Century
3. Marketing Tasks
4. Marketing Concepts and Tools
5. Company Orientations Toward the Marketplace
6. How Business and Marketing Are Changing
7. Building Customer Satisfaction, Value, and Retention
8. Defining Customer Value and Satisfaction
9. The Nature of High-Performance Businesses
10. Delivering Customer Value and Satisfaction
11. Attracting and Retaining Customers
12. Customer Profitability: The Ultimate Test
13. Implementing Total Quality Management
14. Winning Markets: Market-Oriented Strategic Planning
15. Corporate and Division Strategic Planning
16. Business Strategic Planning
17. The Marketing Process
18. Product Planning: The Nature and Contents of a Marketing Plan
19. Marketing Planning for the Twenty-First Century
20. Analyzing Marketing Opportunities
21. Gathering Information and Measuring Market Demand
22. The Components of a Modern Marketing Information System
23. Internal Records System
24. Marketing Intelligence System
25. Marketing Research System
26. Marketing Decision Support System
27. An Overview of Forecasting and Demand Measurement
28. Scanning The Marketing Environment
29. Analyzing Needs and Trends in the Macroenvironment
30. Identifying and Responding to the Major Macroenvironment Forces
31. Analyzing Consumer Markets and Buyer Behavior
32. A Model of Consumer Behavior
33. The Major Factors Influencing Buyer Behavior
34. The Buying Decision Process
35. The Stages of the Buying Decision Process
36. Analyzing Business Markets and Business Buying Behavior
ER  -