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This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value—creating it and capturing it—drives every effective marketing strategy.
Part 1: Defining Marketing and the Marketing Process
Chapter 1: Marketing: Creating and Capturing Customer Value
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
Chapter 3: Analyzing the Marketing Environment
Chapter 4: Managing Marketing Information to Gain Customer Insights
Chapter 5: Understanding Consumer and Business Buyer Behavior
Part 3: Designing a Customer-Driven Strategy and Mix
Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter 7: Products, Services, and Brands: Building Customer Value
Chapter 8: New Product Development and Product Life-Cycle Strategies
Chapter 9: Pricing: Understanding and Capturing Customer Value
Chapter 10: Marketing Channels: Delivering Customer Value
Chapter 11: Retailing and Wholesaling
Chapter 12: Communicating Customer Value: Advertising and Public Relations
Chapter 13: Personal Selling and Sales Promotion
Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships
Part 4: Extending Marketing
Chapter 15: The Global Marketplace
Chapter 16: Sustainable Marketing: Social Responsibility and Ethics
In the sixth edition of Marketing: An Introduction, we continue to shift the balance between theory, practice, and pedagogy more towards pedagogy—towards providing an effective teaching and learning tool. This exciting teaching and learning thrust comes to life through a short, lively design that features a set of `Road to Marketing" learning aids that begins students on their marketing journey. To help students learn, link, and apply important marketing concepts more effectively, Marketing: An Introduction, is filled with "road map" learning tools throughout each chapter. These pedagogical guides help students by:
The result is an enhanced learning experience for the student.
Marketing is the business function that identifies customer needs and wants; determines which target markets the organization can serve best; and designs appropriate products, services, and programs to serve these markets. However, marketing is much more than just an isolated business function—it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building value-laden relationships with important customers. The marketing department cannot accomplish this goal by itself. To provide superior value to customers, it must team up closely with other departments in the company and partner with other organizations throughout its entire value-delivery system. Thus, marketing calls upon everyone in the organization to "think customer" and to do all they can to help create and deliver superior customer value and satisfaction.
Marketing is all around us, and we all need to know something about it. Marketing is used not only by manufacturing companies, wholesalers, and retailers, but by all kinds of individuals and organizations. Lawyers, accountants, and doctors use marketing to manage demand for their services. So do hospitals, museums, and performing arts groups. No politician can get the needed votes, and no resort the needed tourists, without developing and carrying out marketing plans.
People throughout these organizations need to know how to define and segment a market and how to position themselves strongly by developing need satisfying products and services for chosen target segments. They must know how to price their offerings to make them attractive and affordable, and how to choose and manage intermediaries to make their products available to customers. They need to know how to advertise and promote products so customers will know about them and want them. Clearly, marketers need a broad range of skills in order to sense, serve, and satisfy consumer needs.
Students also need to know marketing in their roles as consumers and citizens. Someone is always trying to sell us something, so we need to recognize the methods they use. And when students enter the job market, they must do "marketing research" to find the best opportunities and the best ways to "market themselves" to prospective employers. Many will start their careers with marketing jobs in sales, retail, advertisement, research, or one of a dozen other marketing areas.
Our goal with the sixth edition of Marketing: An Introduction is to create an even more effective teaching and learning environment. Most students learning marketing want a broad picture of marketing's basics. They want to know about important marketing principles and concepts and how these concepts are applied in actual marketing management practice. However, they don't want to drown in a sea of details, or to be overwhelmed by marketing's nuances and complexities. Instead, they want a text that guides them effectively and efficiently down the road to learning marketing in an easy to grasp, lively, and enjoyable way.
Marketing: An Introduction, Sixth Edition, serves all of these important needs of beginning marketing students. The book is complete, covering all of the important principles and concepts that the marketer and consumer need to know. Moreover, it takes a practical, marketing-management approach—concepts are applied through countless examples of situations in which well known and little known companies assess and solve their marketing problems.
More than ever before, however, the sixth edition of Marketing: An Introduction makes the teaching and learning of marketing easier, more effective, and more enjoyable. The "Road to Marketing" aids help students to learn, link, and apply important concepts. The Sixth Edition's length makes it more manageable for beginning marketing students to cover the subject during a given quarter or semester. Its approachable writing style and level are well suited to the beginning marketing student. A livelier design, the abundant use of illustrations, and new Marketing at Work exhibits and video cases help bring life to the marketing journey.
Marketing: An Introduction, Sixth Edition, tells the stories that reveal the drama of modern marketing:
These and dozens of other examples and illustrations throughout each chapter reinforce key concepts and bring marketing to life.
The sixth edition of Marketing: An Introduction offers important improvements in content, organization, style, and pedagogy.
As we enter the twenty-first century, the major marketing developments can be summed up in a single theme: connectedness. Rapidly changing computer, information, communication, and transportation technologies are making the world a smaller place. Now, more than ever before, we are all connected to each other and to things near and far in the world around us. Moreover, we are connecting in new and different ways. The sixth edition of Marketing: An Introduction has been thoroughly revised to reflect the major trends and forces that are impacting marketing in this new, connected millennium. It offers important new thinking and expanded coverage on:
Customers: connecting more selectively, more directly, and for life:
Marketing partners: connecting inside and outside the company to jointly bring more value to customers:
The world around us:
A substantially revised Chapter 1 introduces and integrates these important themes to set the stage at the beginning of the course. The chapter concludes with an innovative new section on the challenges and opportunities marketers will face in the new, connected millennium. A new Chapter 3, Marketing in the Internet Age, assesses the impact of the Internet and other technologies on marketing. Recent technological advances, including the explosion of the Internet, have created an Internet age, which is having a dramatic impact on both buyers and the marketers who serve them. To thrive in this new Internet age—even to survive—marketers must rethink their strategies and practices. This new chapter introduces marketing in the Internet age and the exciting new strategies and tactics that firms are applying in order to prosper in today's high-tech environment. The chapter explores major forces shaping the Internet age; major e-commerce and e-marketing developments in B2C, 13213, C2C, and C2B domains; and strategies and tactics for setting up a successful e-commerce presence.
Additionally, each chapter of the sixth edition of Marketing: An Introduction provides fresh new material on everything from Internet research and the virtual reality displays that test new products to the high-tech approaches of the e-commerce marketers who sell them. Students will learn about the wonders of new marketing technologies, from the Internet, database marketing, customer relationship marketing, and Web-based marketing research to mass customization, Internet business-to-business purchasing networks, Web-based personal selling, and technological advances in marketing logistics. New and revised Traveling the Net sections at the end of each chapter provide exercises that guide students through the fascinating world of marketing and the Internet.
Additional new material has been added on a wide range, of subjects, including customer management and assessing customer value, brand equity and brand management, value propositions and positioning, experiences marketing, the new direct marketing model, "markets-of-one" marketing, internal and online marketing databases, Internet and online marketing research, cross-functional partnering and supply chain management, business-to-business marketing on the Internet, value pricing, integrated marketing communications, diversity, environmental sustainability, international marketing strategy, and much more.
The Sixth Edition contains many other important changes. New chapter-opening examples and Marketing at Work exhibits illustrate important new concepts with actual business applications. Countless new examples have been added within the running text. All tables, figures, examples, and references throughout the text have been thoroughly updated. The sixth edition of Marketing: An Introduction contains numerous new photos and advertisements that illustrate key points and make the text more effective and appealing. The new video cases that accompany the text help to bring the real world directly into the classroom.
The following "Road to Marketing" learning devices dispersed at critical points throughout the chapter help students to learn, link, and apply major concepts as they progress through their journey toward learning marketing.
Previewing the Concepts: A section at the beginning of each chapter briefly previews chapter concepts, links them with previous chapter concepts, outlines chapter learning objectives, and introduces the chapter-opening vignette.
Linking the Concepts: "Concept checks" inserted at key points in each chapter as "speed bumps" slow students down to be certain they are grasping and applying key concepts and linkages. Each speed bump consists of a brief statement and a few concept and application questions.
Reviewing the Concepts: A summary of key concepts at the end of each chapter reviews chapter concepts and the chapter objectives.
The multimedia tool that means business. This technologically innovative CD-ROM uses video and interactive exercises to actively engage students in learning core marketing concepts.
Navigating the Key Terms
A list of the chapter's key terms and an accompanying Web site provide a detailed analysis of the meaning and importance of each term.
Concept checks and discussion questions help students to keep track of and apply what they've studied in the chapter.
Traveling the Net
Application exercises and questions guide students through the fascinating real world of marketing and the Internet.
Interesting case histories, real-life situations, and timely descriptions of business situations put students in the place of a marketing manager so they can make real marketing decisions.
Each chapter starts with a dramatic marketing story that introduces the chapter material and arouses student interest.
Full color figures...
vivid photographs, advertisements, and illustrations. Throughout every chapter, key concepts and applications are illustrated with strong, full-color visual materials.
Marketing at Work Exhibits
Additional examples and important information are highlighted in Marketing at Work exhibits throughout the text.
Every chapter is supplemented with a written case that also has a video component that brings the material to life.
At the end of the book, an extensive glossary provides quick reference to the key terms found in the book.
Two appendixes, "Marketing Arithmetic" and "Careers in Marketing," provide additional, practical information for students.
Author, company and subject indexes reference all information and examples in the book.
A successful marketing course requires more than a well written book. Today's classroom requires a dedicated teacher and a fully-integrated teaching system. A total package of teaching and learning supplements extends this edition's emphasis on effective teaching and learning. The following aids support Marketing: An Introduction.
Marketing: An Introduction, Sixth Edition, can be packaged with any of the following student media supplements: