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 online, social media, mobile, and other digital 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.
- Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
- Guide Student’s Learning: The text’s active and integrative “Road to Learning Marketing” presentation helps students learn, link, and apply major concepts.
- Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
- Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies.
Table of Contents
Part 1 Defining Marketing And The Marketing Process
Chapter 1 Marketing: Creating And Capturing Customer Value
Chapter 2 Company And Marketing Strategy: Partnering To Build Customer Value And Relationships
Part 2 Understanding The Marketplace 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-Driven Marketing Strategy: Creating Value For Target Customers
Chapter 7 Products, Services, And Brands: Building Customer Value
Chapter 8 New Product Development And Product Life-Cycle Strategies
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