The goal of every marketer is to create more value for customers. So it makes sense that our goal for the fourteenth edition is to continue creating more value for you, our customer. Our goal is to introduce new marketing students to the fascinating world of modern marketing in an innovative and comprehensive yet practical and enjoyable way. We’ve poured over every page, table, figure, fact, and example in an effort to make this the best text from which to learn about and teach marketing. Enhanced by my marketing lab, our online homework and personalized study tool, the fourteenth edition creates exceptional value for both students and professors.
1. Defining marketing and the marketing process
2. Understanding the marketpace and consumers
3. Designing a customer-driven strategy and mix
4. Extending marketing