Description

Key Features:This is the first text published since the AMA introduced its new value-based definition of the word Marketing, making it the most modern and forward thinking of all principles of marketing offerings. The motto, Marketing Creates Value permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics. Feature Highlights? This is the first new principles of marketing text written from the ground up using the AMA?s new definition of marketing, making it the most current text on the market.? The Main themes of the text include, Value, Services, Global Marketing, Ethics and Entrepreneurship.? Coverage of Ethics. Ethics has its own chapter (Ch. 3), plus boxed inserts called ?Ethical Dilemmas? and end of chapter applications.? Coverage of Services. An entire chapter (Ch. 12) is dedicated to services marketing. The remaining chapters of the text are peppered with many services examples as well.? Interactive Student Toolkit. Aids Experiential Learning and Assessment and in learning how to do marketing. This feature provides students with a hands on experience in working with the concepts of marketing.? End of Chapter Material include a chapter summary, key terms, marketing application exercises instead of ?list and describe?-type questions and ?Net Savvy? exercises that direct students to the Internet to do reading/research, before answering thoughtful questions. ? Built around the new definition of AMA? Value-based approach? Interactive Student toolkitTable of Content:Section 1 Assessing the Marketplace1 Overview of Marketing2 Developing Marketing Strategies3 Ethics4 Analyzing the EnvironmentSection 2 Understanding the Marketplace5 Consumer Behavior6 Business-to-Business7 Global MarketsSection 3 Targeting the Marketplace8 Segmenting & Targeting9 Marketing ResearchSection 4 Value Creation10 Developing New Products11 Managing the Product Portfolio and Branding12 The Role of ServicesSection 5 Value Capture13 Pricing Concepts14 Setting PricesSection 6 Value Delivery15 Designing the Channel and Supply Chain Management16 RetailingSection 7 Value Communication17 Integrated Marketing Communication18 Advertising19 Personal SellingTable of Contents: Section 1 Assessing the Marketplace 1 Overview of Marketing 2 Developing Marketing Strategies 3 Ethics 4 Analyzing the Environment Section 2 Understanding the Marketplace 5 Consumer Behavior 6 Business-to-Business 7 Global Markets Section 3 Targeting the Marketplace 8 Segmenting & Targeting 9 Marketing Research Section 4 Value Creation 10 Developing New Products 11 Managing the Product Portfolio and Branding 12 The Role of Services Section 5 Value Capture 13 Pricing Concepts 14 Setting Prices Section 6 Value Delivery 15 Designing the Channel and Supply Chain Management 16 Retailing Section 7 Value Communication 17 Integrated Marketing Communication 18 Advertising 19 Personal Selling

Key Features:This is the first text published since the AMA introduced its new value-based definition of the word Marketing, making it the most modern and forward thinking of all principles of marketing offerings. The motto, Marketing Creates Value permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics. Feature Highlights? This is the first new principles of marketing text written from the ground up using the AMA?s new definition of marketing, making it the most current text on the market.? The Main themes of the text include, Value, Services, Global Marketing, Ethics and...  Read More