Donated by : Student

Summary : This new text is the result of feedback from teachers and students who need a more succinct introduction to the subject, without compromising on rigour. This briefer version aims to give students the essence of the subject so that they have an overview of marketing

Contents:

Part 1 Defining Marketing and the Marketing Process 26
1 Marketing: Creating Customer Value and Engagement 26
2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 62

Part 2 Understanding the Marketplace and Consumer Value 90
3 Analyzing the Marketing Environment 90
4 Managing Marketing Information to Gain Customer Insights 122
5 Consumer Markets and Buyer Behavior 156
6 Business Markets and Business Buyer Behavior 186

Part 3 Designing a Customer Value–Driven Strategy and Mix 210
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 210
8 Products, Services, and Brands: Building Customer Value 242
9 Developing New Products and Managing the Product Life Cycle 278
10 Pricing: Understanding and Capturing Customer Value 306
11 Pricing Strategies: Additional Considerations 330
12 Marketing Channels: Delivering Customer Value 356
13 Retailing and Wholesaling 390
14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 422
15 Advertising and Public Relations 450
16 Personal Selling and Sales Promotion 478
17 Direct, Online, Social Media, and Mobile Marketing 510

Part 4 Extending Marketing 540
18 Creating Competitive Advantage 540
19 The Global Marketplace 566
20 Sustainable Marketing: Social Responsibility and Ethics 596

Appendix 1 Marketing Plan 627
Appendix 2 Marketing by the Numbers 637 Appendix 3 Careers in Marketing 655