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Marketing: An Introduction, Global Edition

Marketing: An Introduction, Global Edition

Introducing the ultimate guide to mastering the world of marketing - Marketing: An Introduction, Global Edition. This innovative book is designed to provide a comprehensive understanding of the ever-evolving field of marketing, with a global perspective. Whether you're a student, entrepreneur, or marketing professional, this book is a must-have resource for staying ahead in the competitive business world.

With its user-friendly approach, Marketing: An Introduction, Global Edition covers all the essential topics, from market research and consumer behavior to branding and advertising. It also delves into the latest trends and strategies in digital marketing, social media, and e-commerce, making it a valuable resource for anyone looking to stay up-to-date in the fast-paced marketing landscape.

But what sets this book apart is its global focus. With case studies and examples from various countries and cultures, Marketing: An Introduction, Global Edition offers a unique perspective on how marketing strategies differ around the world. This not only enhances your understanding of marketing principles but also prepares you to navigate the global marketplace with confidence.

So whether you're looking to expand your knowledge, sharpen your skills, or gain a competitive edge, Marketing: An Introduction, Global Edition is the ultimate guide to success in the world of marketing. Get your copy today and take your marketing game to the next level!

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Table of Content

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

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