Marketing / Edition 12

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More About This Textbook


Marketing, 12e utilises a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below.

High Engagement Style

Easy-to-read, conversational, high-involvement, interactive writing style that engages students through active learning techniques.

Rigorous Pedagogical Framework

Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, Applying Marketing Knowledge exercises, Building Your Marketing Plan guidelines, video and written cases, and other helpful supplements.

Traditional and Contemporary Coverage and Examples

Comprehensive and integrated coverage of traditional and contemporary marketing concepts supported by current and interesting examples.

Integrated Technology

The use of powerful technical resources and learning solutions, such as Connect, LearnSmart with SmartBook,,, and QR codes.

Marketing Decision Making

The use of extended examples, cases, and videos involving people making marketing decisions.

Personalized Marketing

Vivid and accurate description of businesses, nonprofit organizations, marketing professionals (including many of whom are women and minorities), and entrepreneurs - through cases, exercises, and testimonials - that allows students to personalise marketing and identify possible career interests.

Course Management System Integration

Marketing, 12e content can be integrated with the following online course management systems: Blackboard, WebCT, eCollege, Moodle, and Desire2Learn.

The goal of Marketing, 12e is to create an exceptional experience for today's students and instructors of marketing. The development of Marketing, 12e was based on a rigorous process of assessment. The outcome of this process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education.

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Product Details

  • ISBN-13: 9780077861032
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 1/15/2014
  • Edition number: 12
  • Pages: 784
  • Sales rank: 37,630
  • Product dimensions: 8.50 (w) x 10.90 (h) x 1.30 (d)

Table of Contents

PART 1: INITIATING THE MARKETING PROCESS Chapter 1: Creating Customer Relationships and Value through Marketing Chapter 2: Developing Successful Organizational and Marketing StrategiesAppendix A: Building an Effective Marketing PlanChapter 3: Scanning the Marketing EnvironmentChapter 4: Ethical and Social Responsibility in Marketing PART 2: UNDERSTANDING BUYERS AND MARKETSChapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as CustomersChapter 7: Understanding and Reaching Global Consumers and MarketsPART 3: TARGETING MAREKETING OPPORTUNITIESChapter 8: Marketing Research: From Customer Insights to ActionsChapter 9: Market Segmentation, Targeting, and PositioningPART 4: SATISFYING MARKETING OPPORTUNITIESChapter 10: Developing New Products and ServicesChapter 11: Managing Successful Products, Services, and BrandsChapter 12: Services MarketingChapter 13: Building the Price FoundationChapter 14: Arriving at the Final PriceAppendix B: Financial Aspects of MarketingChapter 15: Managing Marketing Channels and Supply ChainsChapter 16: Retailing and WholesalingChapter 17: Integrated Marketing Communications and Direct MarketingChapter 18: Advertising, Sales Promotion, and Public RelationsChapter 19: Using Social Media to Connect with ConsumersChapter 20: Personal Selling and Sales ManagementPART 5: MANAGING THE MARKETING PROCESSChapter 21: Implementing Interactive and Multichannel MarketingChapter 22: Pulling It All Together: The Strategic Marketing ProcessAppendix C: Planning a Career in MarketingAppendix D: Alternate Cases

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