Marketing: An Introduction,13/e

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.• Marketing at Work highlights provide countless in-depth, real-life examples and stories from Netflix, Google, Amazon, Nike, Harley-Davidson and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.• End-of-chapter features summarize important chapter concepts and highlight important themes, such as marketing ethics; financial marketing analysis and online, mobile and social media marketing, facilitating student understanding and ease of learning.• UPDATED! Discussions and examples of the explosive impact of exciting new digital marketing technologies—from online, mobile and social media engagement technologies; to “real-time listening” and “big data” research tools; real-time dynamic pricing; digitizing the in-store retail shopping experience and social selling; as well as other new communications technologies• Coverage in both traditional marketing areas and on fast-changing and trending topics, such as customer engagement marketing, mobile and social media, big data and the new marketing analytics, omni-channel marketing and retailing, customer co-creation and empowerment, real-time customer listening and marketing, building brand community, marketing content creation and native advertising, B-to-B social media and social selling, tiered and dynamic pricing, consumer privacy, sustainability, global marketing and much more.• Coverage of fast-changing developments in marketing communications and the creation of marketing content. Marketers are blending new digital and social media tools—everything from Internet and mobile marketing to blogs, viral videos and social media—with traditional media to create more targeted, personal and engaging customer relationships. Marketers are joining with customers and media to curate customer-driven marketing content in paid, owned, earned and shared media. No other text provides more current or encompassing coverage of these exciting developments.

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 Marketplace16. 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