Marketing: An Introduction

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.   Also Available with MyMarketingLabTM This title is also available with MyMarketingLab—an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.   NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for:   0134472497 / 9780134472492 Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package   Package consists of: 013414953X / 9780134149530 Marketing: An Introduction 0134132351 / 9780134132358 MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction  

Table of Contents:
Part 1: Defining Marketing and the 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 Customer 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 Marketing Strategy and Mix 6. Customer Value-Driven Marketing Strategy  Creating Value for Target Customers 7. Product, 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 Customers 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   References Glossary Credits Index