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Marketing: An Introduction

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en Limba Engleză Paperback – September 2014
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For undergraduate Principles of Marketing courses.

This title is a Pearson Global Edition.  The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.

The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.

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Specificații

ISBN-13: 9781292016788
ISBN-10: 1292016787
Pagini: 672
Dimensiuni: 219 x 277 x 30 mm
Greutate: 1.4 kg
Ediția: 12th revised edition.
Editura: Prentice Hall

Cuprins

Part 1—Defining Marketing and the Marketing Process
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy:  Partnering to Build Customer Relationships
Part 2—Understanding the Marketplace and Consumers
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-Driven Marketing Strategy and Marketing Mix
6. Customer-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. Communicating Customer Value: Advertising and Public Relations
13. Communicating Customer Value: Personal Selling and Sales Promotion
14. Direct and Online Marketing: Building Direct Customer Relationships
Part 4—Extending Marketing
15. The Global Marketplace
16. Sustainable Marketing: Social Responsibility and Ethics

APPENDIXES
Marketing Plan
Marketing by the Numbers




Caracteristici

For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

Today’s marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.

The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.

NEW!Enhance Understanding Through Effective Guidance–New Learning Design and Integration with mymarketinglab.
The tenth edition has been redesigned and integrated with mymarketinglab to enhance student understanding. Specifics include:
  • New in-chapter learning enhancements:
    • Author comments appear on major chapter sections that offer additional insight to students.
    • Author-annotated figures help to simplify and organize chapter material.
  • A newly designed chapter-opening layout provides:  
    • A Road Map that previews and positions each chapter and its key concepts. 
    • An outline of chapter objectives that links objectives by page number to specific chapter sections. 
    • An annotated chapter-opening story that brings important chapter themes to life.
  • End-of-chapter features summarize important concepts and highlight important themes, such as marketing and the economy, technology, ethics, and marketing financial analysis. 
  • The newly integrated mymarketinglab–Pearson’s online homework and personalized study tool–allows readers to access information and assess their knowledge of the concepts. Aside from offering plenty of opportunity for students to practice, this study tool also includes:
    • Interactive Company Cases for class or written discussion. These cases challenge students to apply marketing principles to real companies in real situations.
    • Careers in Marketing information that:
      • Helps students discover what types of marketing jobs might best suit their specific skills and interests.
      • Offers tips on job searches.
      • Describes the many different marketing career paths available.
      • Suggests additional resources for personal research.
NEW! Highlight an Exciting New Marketing Trend–Consumer-generated Marketing. Increasingly, marketing is becoming a two-way conversation between consumers and brands. The tenth edition contains new material on the exciting trend toward consumer-generated marketing, where marketers invite consumers to play a more active role in:
  • Providing customer insights (Chapter 4)
  • Shaping new products (Chapter 8)
  • Developing or passing along brand messages (Chapter 12)
  • Interacting in customer communities (Chapters 5, 12, and 14)
NEW! Show the Impact of Environmentalism–Chapter on Sustainability. By covering one of the hottest topics in marketing, readers will see how environmentalism has impacted the field. This text discusses how sustainable marketing calls for socially and environmentally responsible actions and what certain brands have done to improve their image.

NEW! Analyze the Current Financial Crisis–Marketing in Turbulent Times.
Now more than ever, marketers must focus on creating customer value and sharpening their value propositions to serve the needs of today’s more frugal consumers. This text provides up-to-date information on how to market in today’s tough economy:
  • A major new section on the crisis appears in Chapter 1 and continues with discussions and examples throughout the text.
  • At the end of each chapter, a new feature–Rough Road Ahead: Marketing and the Economy–provides real examples for discussion and learning.
NEW! View the Quantitative Side–Emphasis on Measuring and Managing Return on Marketing. End-of-chapter financial and quantitative marketing exercises have been added to help students apply analytical thinking to relevant concepts in each chapter. These concepts are then linked to the text’s innovative Appendix 3: Marketing by the Numbers.

Provide Examples of What Real Companies are Doing–Marketing at Work.
This text features real-world applications that will help students learn how:

  • Uniglo is effected by the fashion industry's fast move to Asia
  • Nike’s customer-focused mission and deep sense of customer brand community have the company sprinting ahead while competitors are gasping for breath.
  • Google became Britain’s Top Brand


NEW! Introduce students to new-age marketing–Coverage of New Technology.
With both new and expanded sections, readers will see what new technologies are being used in marketing, especially in regards to integrated marketing communications and direct marketing. Topics include:
  • “Web 3.0”
  • Neuromarketing
  • RFID
  • The new-age digital marketing and online technologies


Caracteristici noi

NEW!Enhance Understanding Through Effective Guidance–New Learning Design and Integration with mymarketinglab. The tenth edition has been redesigned and integrated with mymarketinglab to enhance student understanding. Specifics include:
  • New! International Opening Cases: Introducing theory to the student by making it relevant to the local context
  • New in-chapter learning enhancements:
    • Author comments appear on major chapter sections that offer additional insight to students.
    • Author-annotated figures help to simplify and organize chapter material.
  • A newly designed chapter-opening layout provides:  
    • A Road Map that previews and positions each chapter and its key concepts. 
    • An outline of chapter objectives that links objectives by page number to specific chapter sections. 
    • An annotated chapter-opening story that brings important chapter themes to life.
  • End-of-chapter features summarize important concepts and highlight important themes, such as marketing and the economy, technology, ethics, and marketing financial analysis. 
  • The newly integrated mymarketinglab–Pearson’s online homework and personalized study tool–allows readers to access information and assess their knowledge of the concepts. Aside from offering plenty of opportunity for students to practice, this study tool also includes:
    • Interactive Company Cases for class or written discussion. These cases challenge students to apply marketing principles to real companies in real situations.
    • Careers in Marketing information that:
      • Helps students discover what types of marketing jobs might best suit their specific skills and interests.
      • Offers tips on job searches.
      • Describes the many different marketing career paths available.
      • Suggests additional resources for personal research.
NEW! Highlight an Exciting New Marketing Trend–Consumer-generated Marketing. Increasingly, marketing is becoming a two-way conversation between consumers and brands. The tenth edition contains new material on the exciting trend toward consumer-generated marketing, where marketers invite consumers to play a more active role in:
  • Providing customer insights (Chapter 4)
  • Shaping new products (Chapter 8)
  • Developing or passing along brand messages (Chapter 12)
  • Interacting in customer communities (Chapters 5, 12, and 14)
NEW! Show the Impact of Environmentalism–Chapter on Sustainability. By covering one of the hottest topics in marketing, readers will see how environmentalism has impacted the field. This text discusses how sustainable marketing calls for socially and environmentally responsible actions and what certain brands have done to improve their image.

NEW! Analyze the Current Financial Crisis–Marketing in Turbulent Times.
Now more than ever, marketers must focus on creating customer value and sharpening their value propositions to serve the needs of today’s more frugal consumers. This text provides up-to-date information on how to market in today’s tough economy:
  • A major new section on the crisis appears in Chapter 1 and continues with discussions and examples throughout the text.
  • At the end of each chapter, a new feature–Rough Road Ahead: Marketing and the Economy–provides real examples for discussion and learning.
NEW! View the Quantitative Side–Emphasis on Measuring and Managing Return on Marketing. End-of-chapter financial and quantitative marketing exercises have been added to help students apply analytical thinking to relevant concepts in each chapter. These concepts are then li