Marketing: An Introduction, Global Edition

Series
Pearson
Author
Gary Armstrong / Philip Kotler / Prof. Dr. Marc Oliver Opresnik  
Publisher
Pearson
Cover
Softcover
Edition
14
Language
English
Total pages
680
Pub.-date
July 2019
ISBN13
9781292294865
ISBN
1292294868
Related Titles



Description

For undergraduate principles of marketing courses.

This ISBN is for the bound textbook, which students can rent through their bookstore.

 

An introduction to marketing using a practical and engaging approach

Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

 

This title is also available digitally as a standalone Pearson eText, or via Pearson MyLab Marketing which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed. Contact your Pearson rep for more information.

Features

This title is also available digitally as a standalone Pearson eText, or via Pearson MyLab Marketing, which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed. 

 

Five major themes guide students’ learning of customer value and engagement

  1. Creating value for customers in order to capture value from customers in return
  2. Customer engagement and today’s digital and social media
  3. Building and managing strong, value-creating brands
  4. Measuring and managing return on marketing
  5. Sustainable marketing around the globe

 

Company examples help students to learn, connect, and apply major marketing concepts

●   New - 16 New End-of-Chapter Company Cases facilitate discussion of mobile and social marketing, ethics, and financial marketing analysis, helping students apply major marketing concepts and critical thinking to real company and brand situations.

●   New and Revised - Marketing at Work highlights provide countless in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.

●   New and Updated - Integrated Chapter-Opening Preview Sections help preview and position the chapter and its key concepts, and spark student interest. Each one consists of:

o Objective Outlines list chapter contents and learning objectives.

o Previewing the Concepts introduces the chapter-opening story and concepts, which are linked with previous chapter concepts.

o First Stops introduce chapter material through an engaging, illustrated, and annotated marketing story.

●   Author comments enhance student learning by introducing and explaining major chapter sections and figures.

●   End-of-Chapter Video Cases in MyLab Marketing contain brief summaries and discussion questions.

 

Resources help students develop their employability skills

●   A sample Marketing Plan helps students apply important marketing planning concepts (Appendix 2).

●   A Marketing by the Numbers appendix provides students with a comprehensive introduction to the marketing financial analysis that helps guide, assess, and support marketing decisions. A detailed exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix (Appendix 3).

●   Careers in Marketing helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests (Appendix 4).

 

The latest trends and technology get students thinking about marketing

●   New and Updated - Discussions of the explosive impact of exciting new developments in online, mobile, social media, and other digital marketing technologies, such as “big data,” new marketing analytics, and artificial intelligence; the massive shift to omni-channel and digital retailing; the increasing use of augmented and virtual reality; digital marketing tools and other digital platforms that engage consumers 24/7, is included.

●   Updated - Coverage in both traditional marketing areas and on fast-changing and trending topics, such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; the major digital transformation in marketing research; omni-channel marketing and the massive shifts in today’s retailing; real-time customer listening and marketing; marketing content creation and native advertising; B-to-B social media and social selling; online and dynamic pricing; sustainability; global marketing; and much more, is included.

●   Updated - Fast-changing developments in marketing communications and the creation of brand content is included. Marketers no longer simply create integrated marketing communications programs; they join with customers and media to curate and share marketing content in paid, owned, earned, and shared media.

●   Updated - The 14th Edition continues to build on its customer engagement framework -- creating direct and continuous customer involvement in shaping brands and brand conversations, experiences, and community. New coverage and fresh examples address the latest customer engagement tools, practices, and developments.

●   End-of-Chapter Reviewing and Extending the Concepts summarize key chapter concepts and provide assessment opportunities by which students can review and apply what they’ve just learned. It consists of:

o Objectives Review highlight major chapter concepts and link them to the chapter objectives.

o Key Terms with page numbers facilitate easy reference for students.

o New - Discussion and critical-thinking questions and exercises help students apply analytical thinking to relevant concepts in each chapter.

 

Also available anytime, anywhere with the standalone, digital Pearson eText, or via Pearson MyLab Marketing, which includes the Pearson eText.

 

Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience that can be adopted on its own as the main course material. It lets students highlight, take notes, and review key vocabulary all in one place, even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily customize the table of contents, schedule readings, and share their own notes with students so they see the connection between their eText and what they learn in class -- motivating them to keep reading, and keep learning. Learn more about Pearson eText.

 

MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. Learn more about Pearson MyLab Marketing.

New to this Edition

Company examples help students to learn, connect, and apply major marketing concepts

●   16 New End-of-Chapter Company Cases facilitate discussion of mobile and social marketing, ethics, and financial marketing analysis, helping students apply major marketing concepts and critical thinking to real company and brand situations.

●   Marketing at Work highlights provide countless in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.

●   Integrated Chapter-Opening Preview Sections help preview and position the chapter and its key concepts, and spark student interest. Each one consists of:

o Objective Outlines list chapter contents and learning objectives.

o Previewing the Concepts introduces the chapter-opening story and concepts, which are linked with previous chapter concepts.

o First Stops introduce chapter material through an engaging, illustrated, and annotated marketing story.

 

The latest trends and technology get students thinking about marketing

●   Discussions of the explosive impact of exciting new developments in online, mobile, social media, and other digital marketing technologies, such as “big data,” new marketing analytics, and artificial intelligence; the massive shift to omni-channel and digital retailing; the increasing use of augmented and virtual reality; digital marketing tools and other digital platforms that engage consumers 24/7, is included.

●   Coverage in both traditional marketing areas and on fast-changing and trending topics, such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; the major digital transformation in marketing research; omni-channel marketing and the massive shifts in today’s retailing; real-time customer listening and marketing; marketing content creation and native advertising; B-to-B social media and social selling; online and dynamic pricing; sustainability; global marketing; and much more, is included.

●   Fast-changing developments in marketing communications and the creation of brand content is included. Marketers no longer simply create integrated marketing communications programs; they join with customers and media to curate and share marketing content in paid, owned, earned, and shared media.

●   The 14th Edition continues to build on its customer engagement framework -- creating direct and continuous customer involvement in shaping brands and brand conversations, experiences, and community. New coverage and fresh examples address the latest customer engagement tools, practices, and developments.

●   Discussion and critical-thinking questions and exercises help students apply analytical thinking to relevant concepts in each chapter.

 

Also available anytime, anywhere with the standalone, digital Pearson eText, or via Pearson MyLab Marketing, which includes the Pearson eText.

 

Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience that can be adopted on its own as the main course material. It lets students highlight, take notes, and review key vocabulary all in one place, even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily customize the table of contents, schedule readings, and share their own notes with students so they see the connection between their eText and what they learn in class -- motivating them to keep reading, and keep learning. Learn more about Pearson eText.

 

MyLab™ is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. Learn more about Pearson MyLab Marketing

Table of Contents

PART 1: DEFINING MARKETING AND 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. Understanding Consumer and Business Buyer Behavior

 

PART 3: DESIGNING A CUSTOMER-VALUE DRIVEN STRATEGY AND MIX

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

7. Products, 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 Consumers 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 Marketplace

16. 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