Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.
The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.
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
