Principles of Marketing, Global Edition, 19th edition

Description

Principles of Marketing, 19th edition shows you how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.

Ideal for marketing students, this text presents the fundamentals of marketing within an innovative customer-value framework. This latest edition has been extensively revised to reflect the major trends impacting contemporary marketing.

With a wealth of company stories and features, this text will show you how companies use new digital technologies to maximise customer engagement and shape brand experiences.

Table Of 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 Consumer Value

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Consumer Markets and Buyer Behavior

6. Business Markets and Business Buyer Behavior

PART 3: Designing a Customer Value-Driven Strategy and Mix

7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

8. Products, Services, and Brands: Building Customer Value

9. Developing New Products and Managing the Product Life Cycle

10. Pricing: Understanding and Capturing Customer Value

11. Pricing Strategies: Additional Considerations

12. Marketing Channels: Delivering Customer Value

13. Retailing and Wholesaling

14. Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

15. Advertising and Public Relations

16. Personal Selling and Sales Promotion

17. Digital Marketing

PART 4: Extending Marketing

18. Creating Competitive Advantage

19. The Global Marketplace

20. Sustainable Marketing: Social Responsibility and Ethics

Appendices

Marketing Plan

Marketing by the Numbers

Careers In Marketing