An introduction to Marketing:
Marketing is the action or business of promoting and selling products or services, including market research and advertising. 13th edition of Marketing an introduction 13th has done a great work by two famous authors. Gary Armstrong and Philip Kotler are the book authors. Both authors are experts in the field of marketing and management. Marketing Management and Principles of Marketing are other books under the authorship of Philip Kotler. He has also received four major awards in marketing. Philip Kotler is renowned for his research and study on management and marketing.
Marketing an Introduction 13th edition
Marketing book is divided into four parts and these four parts are further sub-divided in sixteen chapters which are linked to all. First part defines marketing and the process involved in marketing. It introduces the concepts of marketing strategy to the readers.
The second part consist of chapters on all important aspects of marketing. It includes assessing the marketplace and customer value. Giving value to the customer is the prime goal of marketing strategy. As customers are the focal point of any business and without any customer a business can not flourish and enrich. As it the customer who ultimately pays for the finished goods. Therefore, building a relationship with customers and giving them value is very crucial. Three chapters in this part fully explain these tactics and strategies to readers.
Third part of Marketing an introduction 13th edition contains nine chapters. These are dealing with different aspects of marketing but are equally important to understand. Retailing, wholesaling and pricing etc are the examples. Such aspects have a great weight-age in the final success of marketing approach. It is therefore necessary to follow a balanced marketing approach. Balanced approach obviously contains careful use of the stated factors.
Last section of Marketing an introduction 13th edition contains global perspectives. It shows strategies of how to extend the marketing to global marketplace. It also highlights ethical aspects of marketing. From the point of view of sustainable marketing, the social responsibility holds significance.
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