Marketing: An Introduction + MyLab Marketing with Pearson eText, Global Edition
Produktdetaljer
PART 1: DEFINING MARKETING AND 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 CONSUMER 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 STRATEGY AND MIX
6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
7. Products, 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 Consumers 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
- Guide your students through the book's five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age, and marketing responsibly around the globe.
- Provide knowledge that includes up-to-date coverage based on the most recent socioeconomic changes and technological developments on a global scale.
- A detailed Case Matrix at the beginning of the book lists all the case studies presented, establishing the learning expectations for your students and helping them organise their studying.
- Extensive updates on the rise of technology and its influence on businesses, customers, and markets. A thorough discussion on the impact on new digital markets and the distribution of software and music.
- Content thoroughly revised to reflect the changes and developments that affect marketing in the age of customer value and relationships (Brexit, EU General Data Protection Regulations, etc.)
- Significant updates on the content based on the technological changes and consequent developments in marketing techniques.
- Updates in the content consider the legal, ethical, and technical issues of direct marketing in Europe, followed by success stories from the world of Direct Marketing.
Case studies include
- New case looking at the impact of environmental factors on German car manufacturing.
- New case on how Netflix uses consumer-generated 'big data' to improve decision making.
- 'Potterheads, Twihards and Tributes': New case study on the phenomenal success of J.K. Rowling, Stephenie Meyer, and Suzanne Collins, examining how the authors used their personal branding delivered by clever online marketing strategies.