marketing an introduction pdf free download

For undergraduate courses on the principles of marketing. This introductory text to the world of Marketing uses a proven, practical, and engaging approach. It shows students how customer value-creating it and capturing it-drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package. The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. MyMarketingLab is not included. It is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts. Table of Contents • Part 1: Defining Marketing and the Marketing Process o Marketing Creating Customer Value and Engagement o Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships • Part 2: Understanding the Marketplace and Customer Value o Analyzing the Marketing Environment o Managing Marketing Information to Gain Customer Insights o Understanding Consumer and Business Buyer Behavior • Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix o Customer Value-Driven Marketing Strategy Creating Value for Target Customers o Product, Services, and Brands Building Customer Value o Developing New Products and Managing the Product Life Cycle o Pricing Understanding and Capturing Customer Value o Marketing Channels Delivering Customer Value o Retailing and Wholesaling o Engaging Customers and Communicating Customer Value Advertising and Public o Relations o Personal Selling and Sales Promotion o Direct, Online, Social Media, and Mobile Marketing • Part 4: Extending Marketing o The Global Marketplace o Sustainable Marketing Social Responsibility and Ethics • Appendix 1. Company Cases • Appendix 2. Marketing Plan • Appendix 3. Marketing by the Numbers • Appendix 4. Careers in Marketing • References • Glossary • Credits • Index Endorsements 'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a clear, well-organised, informative and interesting book which guides the reader through each concept, combining theory and practice in an engaging way. A valuable resource for any student of marketing.' Caroline Miller, Keele University 'A great book that introduces students to the fascinating yet challenging world of marketing. The book is interspersed with interesting short case studies that significantly increase its relevance for European students and scholars alike.' Jaya S. Akunuri, University of East London 'The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.' Ton Borchert, Hogeschool Utrecht University of Applied Sciences, The Netherlands About the authors Prof. Dr. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is author of "Marketing Management" (Pearson), now in its fifteenth edition and the most widely used marketing text book in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the "Journal of Marketing." Professor Kotler was named the first recipient of four major awards: the "Distinguished Marketing Educator of the Year Award" and the "William L. Wilkie Marketing for a Better World Award," both given by the American Marketing Association; the "Philip Kotler Award for Excellence in Health Care Marketing" presented by the Academy for Health Care Services Marketing; and the "Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice." His numerous other major honors include the Sales and Marketing Executives International" Marketing Educator of the Year Award; "The European Association of Marketing Consultants and Trainers "Marketing Excellence Award;" the "Charles Coolidge Parlin Marketing Research Award; "and the" Paul D. Converse Award, " given by the American Marketing Association to honor outstanding contributions to science in marketing. A recent Forbes survey ranks Professor Kotler in the top 10 of the world s most influential business thinkers. And in a recent "Financial Times" poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth most influential business writer/guru of the twenty-first century. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities. Prof. Dr. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from Wayne State University in Detroit, and he received his Ph.D. 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, Associate Director of the Undergraduate Business Program, Director of the Business Honors Program, and many others. Through the years, he has worked closely with business student groups and has received several UNC campuswide and Business School teaching awards. He is the only repeat recipient of school s highly regarded Award for Excellence in Undergraduate Teaching, which he received three times. Most recently, Professor Armstrong received the UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus University of North Carolina system. Prof. Dr. Marc Opresnik Prof. Dr. Marc Oliver Opresnik is a Professor of Marketing and Management and Member of the Board of Directors at SGMI St. Gallen Management Institute, a leading international business school. In addition, he is a Professor of Business Administration at Luebeck University of Applied Sciences as well as a visiting professor to international universities such as the European Business School in London and East China University of Science and Technology in Shanghai. He has 10 years of experience working in senior management and marketing positions for Shell International Petroleum Co. Ltd.. Dr. Opresnik is the author of numerous articles and books. Along with Kevin Keller and Phil Kotler, he is co-author of the German edition of "Marketing Management", the "Bible of Marketing". Dr. Opresnik also was chosen to be the co-author with Phil Kotler and Gary Armstrong of the Global Edition of "Marketing: An Introduction", which is one of the world's most widely used marketing text books. In addition, he is co-editor and member of the editorial board of several international journals such as "Transnational Marketing", „Journal of World Marketing Summit Group" and „International Journal of New Technologies in Science and Engineering". With effect from March 2014, he was appointed "Chief Research Officer" at "Kotler Impact Inc.", the internationally operating company of Phil Kotler. In addition, he was appointed "Chief Executive Officer" of the Kotler Business Programme, an initiative to enhance marketing education world-wide via online and offline learning with Pearson as global educational partner. As president of his consulting firm "Opresnik Management Consulting" (https://www.youtube.com/c/MarcOliverOpresnik; https://www.facebook.com/MarcOliverOpresnik; www.opresnik-management-consulting.de) he works for numerous institutions, governments and international corporations including Google, Coca-Cola, McDonald's, SAP, Shell International Petroleum Co Ltd., Procter & Gamble, Unilever, L'Oréal, Bayer, BASF and adidas. More than 100,000 people have benefited professionally and personally from his impulses and experienced him as a coach in seminars on marketing, sales and negotiation and as a speaker at conferences all over the world including locations such as St. Gallen, Berlin, Houston, Moscow, Kuala Lumpur, London, Paris, Dubai and Tokyo. With his many years of international experience as a coach, keynote speaker and consultant, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts. Purchase options: • Global Pearson site: https://catalogue.pearsoned.co.uk/educator/product/Marketing-An-Introduction-Global-Edition/9781292146508.page • Every amazon site such as • UK https://www.amazon.co.uk/Marketing-Introduction-Global-Gary-Armstrong-ebook/dp/B01D1YBKEQ/ref=sr_1_4?ie=UTF8&qid=1471023341&sr=8-4&keywords=opresnik • Japan https://www.amazon.co.jp/Marketing-Introduction-Global-Gary-Armstrong-ebook/dp/B01D1YBKEQ/ref=sr_1_1?ie=UTF8&qid=1471023652&sr=8-1&keywords=opresnik • India http://www.amazon.in/Marketing-Introduction-Global-Gary-Armstrong/dp/1292146508?ie=UTF8&keywords=opresnik&qid=1471023782&ref_=sr_1_6&sr=8-6

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Marketing: An Introduction

13th Edition

by Prof. Dr. Philip Kotler, Prof. Dr. Gary Armstrong and Prof. Dr. Marc Oliver Opresnik

672 pages

Publisher: Pearson Education Limited; Auflage: Global Ed of 13th Revised Ed (8. Juni 2016)

Language: Englisch

ISBN-10: 1292146508

ISBN-13: 978-1292146508

Price: 65,77 EUR

About the book

For undergraduate courses on the

principles of marketing. This introductory

text to the world of Marketing uses a

proven, practical, and engaging approach.

It shows students how customer value-

creating it and capturing it-drives every

effective marketing strategy. Using an

organization and learning design that

includes real-world examples and

information that help bring marketing to

life, the text gives readers everything they

need to know about marketing in an

effective and engaging total learning

package.

The Thirteenth Edition reflects the latest

trends in marketing, including new

coverage on online, social media, mobile,

and other digital technologies, leaving students with a richer understanding of basic

marketing concepts, strategies, and practices.

MyMarketingLab is not included. It is an online homework, tutorial, and assessment product

designed to personalize learning and improve results. With a wide range of interactive,

engaging, and assignable activities, students are encouraged to actively learn and retain

tough course concepts.

Table of Contents

 Part 1: Defining Marketing and the Marketing Process

o Marketing Creating Customer Value and Engagement

o Company and Marketing Strategy Partnering to Build Customer Engagement, Value,

and Relationships

 Part 2: Understanding the Marketplace and Customer Value

o Analyzing the Marketing Environment

o Managing Marketing Information to Gain Customer Insights

o Understanding Consumer and Business Buyer Behavior

 Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix

o Customer Value-Driven Marketing Strategy Creating Value for Target Customers

o Product, Services, and Brands Building Customer Value

o Developing New Products and Managing the Product Life Cycle

o Pricing Understanding and Capturing Customer Value

o Marketing Channels Delivering Customer Value

o Retailing and Wholesaling

o Engaging Customers and Communicating Customer Value Advertising and Public

o Relations

o Personal Selling and Sales Promotion

o Direct, Online, Social Media, and Mobile Marketing

 Part 4: Extending Marketing

o The Global Marketplace

o Sustainable Marketing Social Responsibility and Ethics

 Appendix 1. Company Cases

 Appendix 2. Marketing Plan

 Appendix 3. Marketing by the Numbers

 Appendix 4. Careers in Marketing

 References

 Glossary

 Credits

 Index

Endorsements

'A highly readable text which I enjoyed and students will enjoy too. The authors have produced a

clear, well-organised, informative and interesting book which guides the reader through each concept,

combining theory and practice in an engaging way. A valuable resource for any student of marketing.'

Caroline Miller, Keele University

'A great book that introduces students to the fascinating yet challenging world of marketing. The book

is interspersed with interesting short case studies that significantly increase its relevance for European

students and scholars alike.'

Jaya S. Akunuri, University of East London

'The book's strength lies in the many international practical examples and real-world cases. Special

attention to customer relationships, the creation of value and brand equity reflects well today's

marketing requirements. A focus on the ever-increasing importance of new technologies makes this

book invaluable for business schools – in the UK and abroad.'

Ton Borchert, Hogeschool Utrecht University of Applied Sciences, The Netherlands

About the authors

Prof. Dr. Philip Kotler is S. C. Johnson & Son Distinguished Professor of International

Marketing at the Kellogg School of Management, Northwestern University. He received his

master s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr.

Kotler is author of "Marketing Management" (Pearson), now in its fifteenth edition and the

most widely used marketing text book in graduate schools of business worldwide. He has

authored dozens of other successful books and has written more than 100 articles in leading

journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best

annual article in the "Journal of Marketing." Professor Kotler was named the first recipient of

four major awards: the "Distinguished Marketing Educator of the Year Award" and the

"William L. Wilkie Marketing for a Better World Award," both given by the American

Marketing Association; the "Philip Kotler Award for Excellence in Health Care Marketing"

presented by the Academy for Health Care Services Marketing; and the "Sheth Foundation

Medal for Exceptional Contribution to Marketing Scholarship and Practice." His numerous

other major honors include the Sales and Marketing Executives International" Marketing

Educator of the Year Award; "The European Association of Marketing Consultants and

Trainers "Marketing Excellence Award;" the "Charles Coolidge Parlin Marketing Research

Award; "and the" Paul D. Converse Award, " given by the American Marketing Association

to honor outstanding contributions to science in marketing. A recent Forbes survey ranks

Professor Kotler in the top 10 of the world s most influential business thinkers. And in a

recent "Financial Times" poll of 1,000 senior executives across the world, Professor Kotler

was ranked as the fourth most influential business writer/guru of the twenty-first century.

Dr. Kotler has served as chairman of the College on Marketing of the Institute of

Management Sciences, a director of the American Marketing Association, and a trustee of the

Marketing Science Institute. He has consulted with many major U.S. and international

companies in the areas of marketing strategy and planning, marketing organization, and

international marketing. He has traveled and lectured extensively throughout Europe, Asia,

and South America, advising companies and governments about global marketing practices

and opportunities.

Prof. Dr. Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of

Undergraduate Education in the Kenan-Flagler Business School at the University of North

Carolina at Chapel Hill. He holds undergraduate and masters degrees in business from

Wayne State University in Detroit, and he received his Ph.D. 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, Associate Director of the Undergraduate Business Program,

Director of the Business Honors Program, and many others. Through the years, he has

worked closely with business student groups and has received several UNC campuswide

and Business School teaching awards. He is the only repeat recipient of school s highly

regarded Award for Excellence in Undergraduate Teaching, which he received three times.

Most recently, Professor Armstrong received the UNC Board of Governors Award for

Excellence in Teaching, the highest teaching honor bestowed by the sixteen-campus

University of North Carolina system.

Prof. Dr. Marc Opresnik Prof. Dr. Marc Oliver Opresnik is a Professor of Marketing and

Management and Member of the Board of Directors at SGMI St. Gallen Management

Institute, a leading international business school. In addition, he is a Professor of Business

Administration at Luebeck University of Applied Sciences as well as a visiting professor to

international universities such as the European Business School in London and East China

University of Science and Technology in Shanghai. He has 10 years of experience working in

senior management and marketing positions for Shell International Petroleum Co. Ltd.. Dr.

Opresnik is the author of numerous articles and books. Along with Kevin Keller and Phil

Kotler, he is co-author of the German edition of "Marketing Management", the "Bible of

Marketing". Dr. Opresnik also was chosen to be the co-author with Phil Kotler and Gary

Armstrong of the Global Edition of "Marketing: An Introduction", which is one of the

world's most widely used marketing text books. In addition, he is co-editor and member of

the editorial board of several international journals such as "Transnational Marketing",

„Journal of World Marketing Summit Group" and „International Journal of New

Technologies in Science and Engineering". With effect from March 2014, he was appointed

"Chief Research Officer" at "Kotler Impact Inc.", the internationally operating company of

Phil Kotler. In addition, he was appointed "Chief Executive Officer" of the Kotler Business

Programme, an initiative to enhance marketing education world-wide via online and offline

learning with Pearson as global educational partner. As president of his consulting firm

"Opresnik Management Consulting" (https://www.youtube.com/c/MarcOliverOpresnik;

https://www.facebook.com/MarcOliverOpresnik; www.opresnik-management-

consulting.de) he works for numerous institutions, governments and international

corporations including Google, Coca-Cola, McDonald's, SAP, Shell International Petroleum

Co Ltd., Procter & Gamble, Unilever, L'Oréal, Bayer, BASF and adidas. More than 100,000

people have benefited professionally and personally from his impulses and experienced him

as a coach in seminars on marketing, sales and negotiation and as a speaker at conferences all

over the world including locations such as St. Gallen, Berlin, Houston, Moscow, Kuala

Lumpur, London, Paris, Dubai and Tokyo. With his many years of international experience

as a coach, keynote speaker and consultant, Marc Opresnik is one of the world's most

renowned marketing, management and negotiation experts.

Purchase options:

 Global Pearson site:

https://catalogue.pearsoned.co.uk/educator/product/Marketing-An-Introduction-Global-

Edition/9781292146508.page

 Every amazon site such as

 UK

https://www.amazon.co.uk/Marketing-Introduction-Global-Gary-Armstrong-

ebook/dp/B01D1YBKEQ/ref=sr_1_4?ie=UTF8&qid=1471023341&sr=8-

4&keywords=opresnik

 Japan

https://www.amazon.co.jp/Marketing-Introduction-Global-Gary-Armstrong-

ebook/dp/B01D1YBKEQ/ref=sr_1_1?ie=UTF8&qid=1471023652&sr=8-

1&keywords=opresnik

 India

http://www.amazon.in/Marketing-Introduction-Global-Gary-

Armstrong/dp/1292146508?ie=UTF8&keywords=opresnik&qid=1471023782&ref_=sr_1

_6&sr=8-6

... Setelah menentukan tujuan, perusahaan berikutnya adalah anggaran iklan untuk masing-masing Produk (Armstrong & Kotler, 2009 ...

... Tidak peduli seberapa besar anggaran, iklan dapat berhasil hanya jika komersial mendapatkan perhatian berkomunikasi dengan baik. Menurut Armstrong & Kotler (2009), ada dua hal penting dalam menciptakan pesan iklan: ...

... Setelah membuat pesan iklan, pengiklan harus selanjutnya memutuskan media mana bawa pesannya. Armstrong & Kotler (2009), ada faktor-faktor yang dipertimbangkan kapan Memilih media yang meliputi; ...

Astri Rumondang Banjarnahor
Bonaraja Purba
Andriasan Sudarso
Hasyim

Tujuan disusunnya buku ini adalah untuk memberikan nuansa baru ilmu pengetahuan membantu para pembaca dari berbagai kalangan, akademisi maupun praktisi pendidikan dapat memahami seluk beluk Manajemen Komunikasi Pemasaran yang dipengaruhi oleh kecanggihan teknologi komunikasi dan informasi. Buku ini berisi materi yang dapat digunakan baik oleh tenaga pengajar maupun mahasiswa, serta para pembaca umumnya untuk menambah wawasan berpikir dan ilmu yang berkenaan dengan bidang Manajemen Komunikasi Pemasaran. Buku ini dapat tersusun karena adanya suatu kolaborasi dari beberapa penulis yang berasal dari berbagai perguruan tinggi baik negeri maupun swasta sebagai pelaksanakan amanah Tri Dharma Perguruan Tinggi.

... Setelah menentukan tujuan, perusahaan berikutnya adalah anggaran iklan untuk masing-masing Produk (Armstrong & Kotler, 2009 ...

... According to Tomek and Robinson (2002), one's demand for a product is a function of the price of the product in question, price of other related products, their income, taste and preference as well as socio-economic and demographic factors. In examining the factors that influence a buyer's decision, Gary and Kotler (2000) cited social and demographic factors like age, gender, and educational level as critical in influencing the decision to buy. Ruel et al., (2005) indicated that income level, taste and preference and prices are the major determinants of the consumption pattern of a person. ...

Samuel Nortey
R. Amoanyi
A. Essuman

The pottery industry in Ghana has been experiencing low demand for its products due to the influx of plastic products and other substitutes. Empirical studies reveal that consumers prefer these traditional products for their domestic and aesthetic uses. This paper examined the determinants of pottery demand in Ghana. Two pottery centres each in five regions in Ghana in addition to 1421 pottery consumers were randomly selected for the study. Using descriptive statistics under the qualitative and quantitative research designs, the study revealed that price of pottery products and their availability play a very significant role in determining demand. Results on quality and perceived purpose or function of pottery products are however mixed. Keywords: Pottery; demand; determinants; Ghana

Pushpendra Neniwal
Vikas Kapoor

The number of gymnasiums is increasing day by day in India due to the laziness of people and advancements in automation industries. Indian Gyms are expanding their facilities in terms of the increasing number of equipments, improved quality of service (QoS), customer satisfaction etc. The expected and perceived QoS has been compared in this paper. The gap analysis has been performed using the SERVQUAL questionnaire in terms of 'Responsiveness' as well as 'Tangibility'. It means 'Actual Service Performance', 'Promptness', 'Always be willing to help' and 'Respond to the Customers' got to be focused upon.

Reinhold Decker
Claudia Bornemeyer

Das vorliegende Kapitel beschäftigt sich schwerpunktmäßig mit der Anwendung der Conjointanalyse im Kontext der Marktsegmentierung. Der Fokus liegt dabei auf der Identifikation von Marktsegmenten. Ausgehend von der Darstellung relevanter Kriterien werden methodische Aspekte aufgegriffen und die Benefitsegmentierung als eine spezielle Form der Marktsegmentierung vorgestellt. Drei Anwendungsbeispiele widmen sich dann der Umsetzung dieses Segmentierungsprinzips. Es geht um die segmentspezifische Ausgestaltung des Angebotsspektrums wissenschaftlicher Bibliotheken, um segmentspezifisch optimale Eintrittspreise für Sportveranstaltungen und um die segmentspezifische Bevorzugung touristischer Destinationen.

Serhii Sichnyi

The article examines the analysis of current prices in the market of building materials, products, structures, machines, and mechanisms (construction resources), which is performed by construction participants. The aim of the article is to study the possibility of achieving the maximum economic effect of the analysis of current prices in the market of construction resources within a limited budget. A universal mathematical approach is proposed to calculate the economic effect of the analysis of current prices in the market of construction resources, which is based on a selective method of the research of the market value of construction resources. The calculations take into account the difference between the real resources presented on the market and the estimated construction resources (resource position of the estimate), between the market price and the estimated market price of the construction resource. While performing the analysis of current prices on the market of construction resources in the given conditions of the limited budget the option to reduce the general list of resources by a selection of the optimum list with an application of methods of discrete optimization is offered. The condition for the formation of an abbreviated list of resources is the maximum economic effect that can be obtained from the analysis of current prices for selected resources. Method of heuristic rules is proposed, which allow to significantly reducing the initial list of resources by a simple analysis of input data. The application of these rules allows to reduce the variability of input data for discrete optimization or not to carry it out at all, because the amount of resources selected with their help satisfies the condition of the budget constraint. Recommendations on the composition of the source data are given – this is the project documentation and/or the market price of construction resources as a basis for comparison and information on the range of market prices (scope of sample variation) for the resources included in the study. In the article there are given examples of the practical application of the technique in the conditions of the construction industry in Ukraine. In general, the proposed approach can be used at all stages of variant BIMdesign, when it is necessary to determine the most optimal composition of structures and resources that meet the requirements for the life cycle of the object. Including under the condition of gradual detailing of constructs (an increase of LOD of the project), during designing, up to resources at a stage "Working project". The main advantages of the proposed method are universality – it does not depend on the ultimate goal of the results of the customer and / or contractor and scalability – it can be applied to the structure, its individual design, or several resources.

Rounaq Shubar
Sarmad Hamza

Companies generally face difficulty in accurately diagnosing their marketing orientation that may be customer-centered company and competitor-centered company, which is a field problem that this research is trying to find an appropriate solution by designing a checklist that suits this purpose. General Company for Iraqi Airways has be chosen as a sample for the research because of its significant in the transportation industry, some results have been reached that marketing orientation of company are customer-centered and competitor-centered in varying proportions at the same time. The research proposes to the company some steps that identify its marketing orientation and help it achieve a balancing between it be the customer-centered and be the competitor-centered in a way that company ensures achieving goals efficiently.

Sarmad Hamza Jassim
Rounaq Shubar

Industrial companies all strive to maximize their sales. To achieve this, marketing managers look for opportunities that maximize the marketing performance of their companies, the sustainability can be one of the most prominent of these opportunities. Therefore, this research attempts to shed light on the requirements of application the concept of sustainable marketing in the General Company for Iraqi Cement for the purpose of successful in its sales and industry. The requirements of sustainable marketing include: consolidated commitment, supportive financing, renewed goals, enhanced structure, opportunities prospecting, and show success.

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