For undergraduate Principles of Marketing courses. This best selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real world examples and information, Marketing: An Introduction shows students how customer value creating it and capturing it drives every effective marketing strategy.
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
- Appendix 1 Company Cases
- Appendix 2 Marketing Plan
- Appendix 3 Marketing by the Numbers