Marketing An Introduction 2020

Marketing: An Introduction shows readers how customer value―creating it and capturing it―drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.

The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving readers with a richer understanding of basic marketing concepts, strategies, and practices.

KEY TOPICS: Marketing Creating Customer Value and Engagement; Company and Marketing Strategy  Partnering to Build Customer Engagement, Value, and Relationships; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behavior; Customer Value-Driven Marketing Strategy  Creating Value for Target Customers; Product, Services, and Brands  Building Customer Value; Developing New Products and Managing the Product Life Cycle; Pricing  Understanding and Capturing Customer Value; Marketing Channels  Delivering Customer Value; Retailing and Wholesaling; Engaging Customers and Communicating Customer Value Advertising and Public Relations; Personal Selling and Sales Promotion; Direct, Online, Social Media, and Mobile Marketing; The Global Marketplace; Sustainable Marketing Social Responsibility and Ethics

MARKET: For those interested in learning more about the fundamentals of marketing.

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