Marketing: An Introduction, Global Edition eBook, 14th Edition

Gary Armstrong all

Marketing: An Introduction, Global Edition eBook, 14th Edition

By Gary Armstrong, Philip Kotler, Marc Oliver Opresnik
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Gary Armstrong all
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For undergraduate principles of marketing courses.

Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.

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  • 16 New End-of-Chapter Company Cases facilitate discussion of mobile and social marketing, ethics, and financial marketing analysis, helping students apply major marketing concepts and critical thinking to real company and brand situations.
  • Marketing at Work highlights provide countless in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
  • Integrated Chapter-Opening Preview Sections help preview and position the chapter and its key concepts, and spark student interest. Each one consists of:
    • Objective Outlines list chapter contents and learning objectives.
    • Previewing the Concepts introduces the chapter-opening story and concepts, which are linked with previous chapter concepts.
    • First Stops introduce chapter material through an engaging, illustrated, and annotated marketing story.
  • Author comments enhance student learning by introducing and explaining major chapter sections and figures.
  • A sample Marketing Plan helps students apply important marketing planning concepts (Appendix 2).
  • A Marketing by the Numbers appendix provides students with a comprehensive introduction to the marketing financial analysis that helps guide, assess, and support marketing decisions. A detailed exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix (Appendix 3).
  • Careers in Marketing helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests (Appendix 4).
  • Discussions of the explosive impact of exciting new developments in online, mobile, social media, and other digital marketing technologies, such as “big data,” new marketing analytics, and artificial intelligence; the massive shift to omni-channel and digital retailing; the increasing use of augmented and virtual reality; digital marketing tools and other digital platforms that engage consumers 24/7, is included.
  • Coverage in both traditional marketing areas and on fast-changing and trending topics, such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; the major digital transformation in marketing research; omni-channel marketing and the massive shifts in today’s retailing; real-time customer listening and marketing; marketing content creation and native advertising; B-to-B social media and social selling; online and dynamic pricing; sustainability; global marketing; and much more, is included.
  • Fast-changing developments in marketing communications and the creation of brand content is included. Marketers no longer simply create integrated marketing communications programs; they join with customers and media to curate and share marketing content in paid, owned, earned, and shared media.
  • The 14th Edition continues to build on its customer engagement framework -- creating direct and continuous customer involvement in shaping brands and brand conversations, experiences, and community. New coverage and fresh examples address the latest customer engagement tools, practices, and developments.
  • End-of-Chapter Reviewing and Extending the Concepts summarise key chapter concepts and provide assessment opportunities by which students can review and apply what they’ve just learned.
Table of contents
  • 1. Marketing: Creating Customer Value and Engagement
  • 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  • 3. Analyzing the Marketing Environment
  • 4. Managing Marketing Information to Gain Customer Insights
  • 5. Understanding Consumer and Business Buyer Behavior
  • 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
  • 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