For principles of marketing courses. A practical introduction to marketing in the digital age. Marketing: An Introduction shows how effective marketing creates and captures customer value, while providing a step-by-step model for customer engagement. By exploring trends shaping modern marketing, the authors deliver the context needed to drive home basic marketing concepts, strategies and practices.
The 16th Edition provides up-to-date coverage of digital developments, from AI and social media engagement to 'big data' and omnichannel strategy. New brand stories, cases, in-text examples and end-of-chapter exercises illustrate contemporary brand strategies and marketing issues.
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
Products, 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 Consumers and Communicating Customer Value: Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
