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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.

 

Pearson MyLab Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID.

 

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

 

Pearson Pearson MyLab Marketing 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.

Marketing: an Introduction, Global Edition

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