Synopses & Reviews
Synopsis
For undergraduate courses on the Principles of Marketing.
An introduction to the world of marketing using a proven, practical, and engaging approach Marketing: An Introduction shows students how customer value creating it and capturing it drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.
The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices.
Also Available with MyMarketingLabTM
This title is also available with MyMarketingLab an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.
NOTE: You are purchasing a
standaloneproduct; MyMarketingLabdoes not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for:
0134472497 / 9780134472492 Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package
Package consists of:
- 013414953X / 9780134149530 Marketing: An Introduction
- 0134132351 / 9780134132358 MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction
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Synopsis
Marketing: An Introduction shows readers how customer value--creating it and capturing it--drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.
The
Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving readers with a richer understanding of basic marketing concepts, strategies, and practices.
KEY TOPICS: Marketing Creating Customer Value and Engagement; Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Customer Value-Driven Marketing Strategy Creating Value for Target Customers; Product, Services, and Brands Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing Understanding and Capturing Customer Value; Marketing Channels Delivering Customer Value; Retailing and Wholesaling; Engaging Customers and Communicating Customer Value Advertising and Public Relations; Personal Selling and Sales Promotion; Direct, Online, Social Media, and Mobile Marketing
; The Global Marketplace; Sustainable Marketing Social Responsibility and Ethics
MARKET: For those interested in learning more about the fundamentals of marketing.