Marketing: An Introduction shows how marketing really works in a digital, AI-shaped world. You'll see how businesses create value for customers and capture value in return, using a clear, step-by-step model of customer engagement that you can apply from your first week of study. Real brands, real decisions and real data sit at the centre of every chapter. The 16th Edition brings the field up to date with AI, social media engagement, big data and omnichannel strategy, so the concepts you learn reflect the market you're about to enter.
Marketing is where strategy meets human behaviour, and the skills you build here travel with you. You'll learn to read a market, understand what drives buying decisions, price with confidence, build a brand and measure whether any of it worked. New brand stories, cases and in-text examples from companies including Amazon, LinkedIn and Patagonia show how those decisions play out under pressure. A Digital Marketing and AI feature closes every chapter, asking you to evaluate a digital marketing situation and recommend solutions - practice in using AI as a decision-making tool, which is fast becoming a baseline expectation in marketing roles.
Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Understanding Consumer and Business Buyer Behavior
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Products, 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 Consumers and Communicating Customer Value: Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
