Marketing: An Introduction with MyMarketingLab

For undergraduate Principles of Marketing courses. This best-selling, brief text introduces marketing through the lens of creating value for customers. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value-creating it and capturing it-drives every effective marketing strategy. The Twelfth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies. This program will provide a better teaching and learning experience-for you and your students. * Guide Student's Learning: The text's active and integrative "Road to Learning Marketing" presentation helps students learn, link, and apply major concepts. * Encourage Students to Apply Concepts: A practical marketing-management approach provides in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life. * Cover New Marketing Trends and Technology: Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies. * Improve Results: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. This package includes MyMarketingLab. MyMarketingLab is an online homework, tutorial, and assessment product designed to work with your Pearson text 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. Students, this title is available with or without MyMarketingLab. Contact your instructor for the correct ISBNs. Instructors, contact your Pearson representative for more information.Brief Contents PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 2 1 Marketing: Creating and Capturing Customer Value 2 2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships 36 PART 2 UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE 64 3 Analyzing the Marketing Environment 64 4 Managing Marketing Information to Gain Customer Insights 96 5 Understanding Consumer and Business Buyer Behavior 130 PART 3 DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX 168 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 168 7 Products, Services, and Brands: Building Customer Value 200 8 New Product Development and Product Life-Cycle Strategies 236 9 Pricing: Understanding and Capturing Customer Value 264 10 Marketing Channels: Delivering Customer Value 302 11 Retailing and Wholesaling 334 12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations 366 13 Personal Selling and Sales Promotion 402 14 Direct, Online, Social Media, and Mobile Marketing 434 PART 4 EXTENDING MARKETING 466 15 The Global Marketplace 466 16 Sustainable Marketing: Social Responsibility and Ethics 494 Appendix 1 Company Cases 523 Appendix 2 Marketing Plan 557 Appendix 3 Marketing by the Numbers 569 Glossary 587 References 597 Index 623