Marketing

"Marketing, 12th Edition" utilizes a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of "Marketing" and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The outcome of this process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education. -- From product description.

Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Marketing research: from customer insights to actions -- Marketing segmentation, targeting, and positioning -- Developing new products and services -- Managing successful products, services, and brands -- Services marketing -- Building the price foundation -- Arriving at the final price -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Using social media to connect with consumers -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Pulling it all together: the strategic marketing process.