Marketing: An Introduction

Cet ouvrage est également disponible en français dasn sa 10^e édition

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.

Increasingly, marketing is becoming a two-way conversation between consumers and brands. The tenth edition contains new material on the exciting trend toward consumer-generated marketing, where marketers invite consumers to play a more active role in providing customer insights, shaping new products, developing or passing along brand messages and interacting in customer communities.

By covering the sustainability, one of the hottest topics in marketing, readers will see how environmentalism has impacted the field. This text discusses how sustainable marketing calls for socially and environmentally responsible actions and what certain brands have done to improve their image.

End-of-chapter financial and quantitative marketing exercises have been added to help students apply analytical thinking to relevant concepts in each chapter. These concepts are then linked to the text's innovative Appendix 3: Marketing by the Numbers.

This text features real-world applications that will help students learn how Uniglo is effected by the fashion industry's fast move to Asia, Nike's customer-focused mission and deep sense of customer brand community have the company sprinting ahead while competitors are gasping for breath and Google became Britain's Top Brand.

With both new and expanded sections, readers will see what new technologies are being used in marketing, especially in regards to integrated marketing communications and direct marketing (Web 3.0", neuromarketing, RFID, the new-age digital marketing and online technologies).