Marketing: An Introduction 7th Edition

This accessible, shorter overview helps students master the principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars—(1) theory and concepts; (2) practices and applications; and (3) pedagogy—cultivating an efficient, effective teaching and learning environment.

Features

Improved pedagogical framework—contains an innovative set of new chapter-opening, mid-chapter, and end-of-chapter learning devices.
Coverage of the latest trends, topics, and company profiles—electronic commerce, data mining, data warehousing, brand strategies and profiles, mass customization, web-based marketing research.
New chapter on direct and online marketing (Ch.14)—explores the burgeoning use of Internet, database, and related technologies that promise to change the very nature of buying and selling.
New/updated Marketing at work features—highlights additional examples and important information throughout the text.
The latest marketing technologies—incorporates dozens of new technology-oriented examples, features, and illustrations throughout the text.
Streamlined organization—downsizes coverage from 17 to 16 chapters by merging consumer behavior and business buyer behavior chapters and presenting integrated marketing communications in three complete chapters.
Updated chapter support—Features a wealth of new or updated special-interest boxed, video cases, ads, illustrations, in-text examples, tables, figures, references and exhibits.
Updated careers appendix—helps students see what they can do with a marketing degree and how wide the need is for good marketers.

Contents

Part-I: UNDERSTANDING MARKETING NAD THE MARKETING MANAGEMENT PROCESS

Marketing in a Changing World: Creating Customer Value and Satisfaction.
Strategic Planning and the Marketing Process.

Part-II: ANALYZING MARKETING OPPORTUNITIES

The Global Marketing Environment.
Marketing Research and Information Systems.
Consumer and Business Buyer Behavior.

Part-III: DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX

Market Segmentation, Targeting, and Positioning for Competitive Advantage.
Product and Services Strategies.
New-Product Development and Life-Cycle Strategies.
Pricing Products: Pricing Considerations and Strategies.
Distribution Channels and Logistics Management.
Retailing and Wholesaling.
Integrated Marketing Communications: Advertising and Public Relations.
Integrated Marketing Communications: Personal Selling and Sales Promotion.
Direct and On Line Marketing.

Part-IV: EXTENDING MARKETING

The Global Marketplace.
Marketing and Society: Social Responsibility and Marketing Ethics.