Marketing: An Introduction, 13th Global Edition

For undergraduate courses on the principles of marketing. An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach, Marketing: An Introduction 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. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID.

MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

MyMarketingLab 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
Chapter 1 Marketing: Creating Customer Value and Engagement
Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Part 2 Understanding the Marketpiace and Customer Value
Chapter 3 Analyzing the Marketing Environment
Chapter 4 Managing Marketing Information to Gain Customer Insights
Chapter 5 Understanding Consumer and Business Buyer Behavior

Part 3 Designing A Customer Value-Driven Strategy and Mix
Chapter 6 Customer Value-Driven marketing strategy: Creating Value for Target Customers
Chapter 7 Products, Services, and Brands: Building Customer Value
Chapter 8 Developing New Products and Managing the Product Life Cycle
Chapter 9 Pricing: Understanding and Capturing Customer Value
Chapter 10 Marketing Channels: Delivering Customer Value
Chapter 11 Retailing and Wholesaling
Chapter 12 Engaging consumers and communicating customer Value: Advertising and Public Relations
Chapter 13 Personal selling and sales Promotion
Chapter 14 Direct, Online, Social Media, and Mobile Marketing

Part 4 Extending Marketing
Chapter 15 The Global Marketplace
Chapter 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