This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows students how customer value—creating it and capturing it—drives every effective marketing strategy.
The Twelfth Edition reflects the latest trends in marketing, including new coverage on the shifting consumer/marketing relationship, marketing in an uncertain economy, and the latest technologies.
MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.
This program will provide a better teaching and learning experience—for you and your students. Here’s how:
- Improve Results with MyMarketingLab: MyMarketingtLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
- Guide Student’s Learning: A wealth of chapter-opening, within-chapter, and end-of-chapter learning devices helps students to learn, link, and apply major concepts.
- Encourage Students to Apply Concepts: Cases found in Appendix 1 help students apply what they learn to actual company situations.
- New Technology Coverage: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies on consumers and marketers.
Note: If you are purchasing the standalone text or electronic version, MyMarketingLab does not come automatically packaged with the text. To purchase MyMarketingLab, please visit: www.MyMarketingLab.com or you can purchase a package of the physical text + MyMarketingLab by searching the Pearson Higher Education web site. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.
Table of Contents
PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 2
1 Marketing: Creating and Capturing Customer Value 2
2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36
PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 64
3 Analyzing the Marketing Environment 64
4 Managing Marketing Information to Gain Customer Insights 96
5 Understanding Consumer and Business Buyer Behavior 130
PART 3 DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX 168
6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168
7 Products, Services, and Brands: Building Customer Value 200
8 New Product Development and Product Life-Cycle Strategies 236
9 Pricing: Understanding and Capturing Customer Value 264
10 Marketing Channels: Delivering Customer Value 302
11 Retailing and Wholesaling 334
12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366
13 Personal Selling and Sales Promotion 402
14 Direct, Online, Social Media, and Mobile Marketing 434
PART 4 EXTENDING MARKETING 466
15 The Global Marketplace 466
16 Sustainable Marketing: Social Responsibility and Ethics 494
Appendix 1 Company Cases 523
Appendix 2 Marketing Plan 557
Appendix 3 Marketing by the Numbers 569
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Marketing: An Introduction, CourseSmart eTextbook, 12th Edition
Format: Safari Book
$89.99 | ISBN-13: 978-0-13-345140-5