Marketing and Introduction, Global Edition, 15th Edition

Marketing: An Introduction

Global Edition, 15th Edition

Gary Armstrong, Philip Kotler & Marc Oliver Opresnik

听| c 2022

ISBN	9781292433103
Published	12 May 2022
Pages	--

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Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, you'll get ample practice applying marketing concepts to real-world company scenarios.

Coverage of the latest trends and practices

NEW and UPDATED: Discussions, examples and figures get students thinking about recent developments in customer engagement marketing, digital and other marketing technologies, marketing communications, brand content creation, and recent disruptions in the marketing environment.
NEW and REVISED: Marketing at Work features examine real brand marketing strategies and contemporary marketing issues from companies such as Amazon, Google, Starbucks, Apple and Walmart.

Reorganized structure and content

NEW: A new, stand-alone digital marketing strategy chapter focuses on special considerations in preparing digital marketing campaigns (Chapter 14).
REVISED: Chapters 15 and 16 on global marketing and sustainable marketing contain new organizing frameworks, concepts and examples.

Hands-on, learner-based applications

NEW: All 16 cases in the Company Case Appendix are new, offering opportunities for students to apply major marketing concepts and critical thinking to real company and brand situations.
NEW and UPDATED: End-of-chapter material, including discussion questions, critical-thinking exercises, and other applications, help students apply analytical thinking to relevant concepts in each chapter.

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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 supported by MyLab Marketing, an online homework and tutorial system, designed to test and build your students understanding.听If you'd like to arrange a demonstration of MyLab Marketing, let us know by contacting us at听docent@pearson.com.

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Marketing: An Introduction

Global Edition, 15th Edition