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Principles of Marketing, Global Edition

Principles of Marketing, Global Edition

Principles of Marketing, Global Edition

Discover the fundamentals of marketing with this comprehensive textbook, designed for students studying marketing on a global scale. This edition has been updated to reflect the ever-changing landscape of the marketing world, with a focus on the latest trends and strategies used by successful companies around the world.

Written by renowned marketing experts, this book covers all the essential topics including market research, consumer behavior, branding, advertising, and more. With real-world examples and case studies, students will gain a practical understanding of how marketing principles are applied in different industries and regions.

Whether you are a student looking to excel in your marketing studies or a professional seeking to expand your knowledge, this book is a valuable resource that will guide you through the core principles of marketing in a global context. Get your copy today and stay ahead of the game in the ever-evolving world of marketing.

9781292449364

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Table of Content

PART 1: Defining Marketing and the Marketing Process
Marketing: Creating Customer Value and Engagement
Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
PART 2: Understanding the Marketplace and Consumer Value
Analyzing the Marketing Environment
Managing Marketing Information to Gain Customer Insights
Consumer Markets and Buyer Behavior
Business Markets and Business Buyer Behavior
PART 3: Designing a Customer Value-Driven Strategy and Mix
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
Products, Services, and Brands: Building Customer Value
Developing New Products and Managing the Product Life Cycle
Pricing: Understanding and Capturing Customer Value
Pricing Strategies: Additional Considerations
Marketing Channels: Delivering Customer Value
Retailing and Wholesaling
Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
Advertising and Public Relations
Personal Selling and Sales Promotion
Digital Marketing
PART 4: Extending Marketing
Creating Competitive Advantage
The Global Marketplace
Sustainable Marketing: Social Responsibility and Ethics
Appendices
Marketing Plan
Marketing by the Numbers
Careers In Marketing

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