NOTE: This is a standalone Book.
Marketing, 12e utilises a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below.
High Engagement Style
Easy-to-read, conversational, high-involvement, interactive writing style that engages students through active learning techniques.
Rigorous Pedagogical Framework
Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, Applying Marketing Knowledge exercises, Building Your Marketing Plan guidelines, video and written cases, and other helpful supplements.
Traditional and Contemporary Coverage and Examples
Comprehensive and integrated coverage of traditional and contemporary marketing concepts supported by current and interesting examples.
The access code (standalone) is 0077635736.
The package (book and access code card) is 125928252X.
Table of Contents
Chapter 1 Creating Customer Relationships And Value Through Marketing
Chapter 2 Developing Successful Organizational And Marketing Strategies
Chapter 3 Scanning The Marketing Environment
Chapter 4 Ethical And Social Responsibility In Marketing
Chapter 5 Understanding Consumer Behavior
Chapter 6 Understanding Organizations As Customers
Chapter 7 Understanding And Reaching Global Consumers And Markets
Chapter 8 Marketing Research: From Customer Insights To Actions
Chapter 9 Market Segmentation, Targeting, And Positioning
Chapter 10 Developing New Products And Services
Chapter 11 Managing Successful Products, Services, And Brands
Chapter 12 Services Marketing
Chapter 13 Building The Price Foundation
Chapter 14 Arriving At The Final Price
Chapter 15 Managing Marketing Channels And Supply Chains
Chapter 16 Retailing And Wholesaling
Chapter 17 Integrated Marketing Communications And Direct Marketing
Chapter 18 Advertising, Sales Promotion, And Public Relations
Chapter 19 Using Social Media To Connect With Consumers
Chapter 20 Personal Selling And Sales Management
Chapter 21 Implementing Interactive And Multichannel Marketing
Chapter 22 Pulling It All Together: The Strategic Marketing Process