This Global Edition has been edited to include enhancements making it more relevant to students outside the United States. The editorial team at Pearson has worked closely with educators around the globe to include:
- New! International Opening Cases : Introducing theory to the student by making it relevant to the local context
- New! Marketing by Numbers : Helps students understand the numbers behind marketing and reveals how much math is truly
involved.
- Updated! Marketing at Work : Two features per chapter show student what real companies are doing.
- More! Middle Eastern and Asian in-depth applications help students in these regions relate better to the marketing concepts.
Presenting the very latest in marketing thinking, this tenth edition builds upon an innovative and integrated marketing framework that positions marketing as the art and science of creating value for customers.
Part 1 : Defining Marketing and the Marketing Process
Part 2 : Understanding the Marketplace and Consumers
Part 3 : Designing a Customer-Driven Strategy and Mix
Part 4 : Extending Marketing