(eBook) Marketing: An Introduction, Global Edition > eBook

An introduction to marketing using a practical and engaging approach

Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

PART 1: DEFINING MARKETING AND MARKETING PROCESS

1. Marketing: Creating Customer Value and Engagement

2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Understanding Consumer and Business Buyer Behavior

PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX

6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

7. Products, Services, and Brands: Building Customer Value

8. Developing New Products and Managing the Product Life Cycle

9. Pricing: Understanding and Capturing Customer Value

10. Marketing Channels: Delivering Customer Value

11. Retailing and Wholesaling

12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

13. Personal Selling and Sales Promotion

14. Direct, Online, Social Media, and Mobile Marketing

PART 4: EXTENDING MARKETING

15. The Global Marketplace

16. 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