Marketing: An Introduction, Global Edition

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. MyMarketingLab for Marketing: An Introduction is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress. Please note that the product you are purchasing does not include MyMarketingLab. MyMarketingLab Join over 11 million students benefiting from Pearson MyLabs. This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. These are the steps you need to take: 1. Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. 2. Check whether an access card has been included with the book at a reduced cost If it has, it will be on the inside back cover of the book. 3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9781292066134) 4. If your lecturer is using the MyLab and you would like to purchase the product...Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme. For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocatorBrief 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