PUTTING YOU IN CONTROL OF YOUR OWN JOURNEY THROUGH MARKETING Marketing introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. This classic text has been refreshed and remodelled to create a lively and exciting first edition that is perfect for European students. Marketing answers key questions that face the subject in the 21st century, such as: * Can marketing adapt to the challenges and opportunities presented by Second Life and new online virtual worlds? * How is the marketing of Marks & Spencer being shaped by concerns over sustainability and the environment? * What do companies such as Volkswagen need to do to break into the increasingly important car markets of the Far East? Once on the open road, you will be guided through the core ideas, processes and issues that underpin marketing today. Your learning experience will flow seamlessly between the book and the online environment, which includes multiple-choice quizzes, video clips, podcasts, web activities, interactive games, and much more. LET'S GO YOUR JOURNEY STARTS HERE!
Table of Contents
Part 1 Defining Marketing and the Marketing Process 1. Marketing: Managing profitable Customer Relationships 2. Company and Marketing Strategy: partnering to build customer relationships Part 2 Understanding the marketplace and consumers 3. The Marketing Environment 4. Managing Marketing Information 5. Consumer and Business Buyer behaviour Part 3 Designing a Customer-driven Marketing Strategy and Marketing Mix 6. Segmentation, targeting and positioning: Building the right relationships with the right customers 7. Product, services and branding strategy 8. New-product development and product life-cycle strategies 9. Pricing: understanding and capturing customer value 10. Marketing channels and supply chain management 11. Retailing and wholesaling 12. Communicating customer value: Advertising, sales promotion and public relations 13. Communicating customer value: Personal selling and direct marketing Part 4 Extending Marketing 14. Marketing in the digital age 15. The global marketplace 16. Ethics, social responsibility and sustainability Appendix 1, Marketing plan Appendix 2, Marketing metrics Appendix 3, Careers in marketing