(eBook) (PDF) Marketing: An Introduction, 15th edition

Description

Overview

Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you’ll get ample practice applying marketing concepts to real-world company scenarios.

Published by Pearson (May 15th 2022) – Copyright © 2023
ISBN-13: 9780137704408
Subject: Marketing
Category: Principles of Marketing

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. Digital Marketing

PART 4: EXTENDING MARKETING

15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

APPENDICES

1. Company Cases
2. Marketing Plan
3. Marketing by the Numbers
4. Careers in Marketing