Marketing: An Introduction, Global Edition (14^th Ed.)

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.

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

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<