PART 1: UNDERSTAND THE VALUE PROPOSITION 1. Welcome to the World of Marketing: Create and Deliver Value 2. Global, Ethical, and Sustainable Marketing 3. Strategic Market Planning     Supplement: Build a Marketing Plan   PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT 4. Market Research 5. Marketing Analytics: Welcome to the Era of Big Data! 6. Understand Consumer and Business Markets 7. Segmentation, Target Marketing, and Positioning   PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER 8. Product I: Innovation and New Product Development 9. Product II: Product Strategy, Branding, and Product Management 10. Price: What Is the Value Proposition Worth?        Supplement:Marketing Math   PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION 11. Deliver the Goods: Determine the Distribution Strategy 12. Deliver the Customer Experience: Goods and Services via Bricksand Clicks 13. Promotion I: Advertising One to Many Marketing Communications 14. Promotion II: Social Media Marketing and Other CommunicationTools   Appendix Marketing Plan: The S&S Smoothie Company

An emphasis on marketing in the real world  ·         NEW- 5 new Real People vignettes feature a variety of realdecision makers — from CEOs to brand managers — who confront decisions in theirjobs that relate to each chapter. These chapter-opening vignettes help studentsto understand how marketing plays out in real companies including Levi Strauss,PepsiCo, AdventHealth, and The Philadelphia Phillies. ·         Here’sMy Problem in each Real People vignette presentsreal options considered by the marketer. Students strengthen theircritical-thinking skills by determining the best solution to each problem. ·         BrandYou sections show students how the topic ofthe chapter, such as research or pricing, plays an important role in developingtheir personal marketing plan. ·         NEWand UPDATED - Discussion of the latest hot topics in marketing,including disruptions in the global marketplace (i.e., changes in thedistribution of wealth, access to education, improvements in infrastructure),differences in have and have-not countries exposed by the Covid-19 pandemic,the US-China trade war, and much more, keep students up-to-date with currenttrends and events.   An explorationof the fascinating and emerging role of the “new marketer”   ·         ApplyMarketing Metrics exercises provide additionalopportunities for students to try their hand at applying some of the samemetrics that today’s marketers use to help them make good decisions. ·         NEW- Chapter 12, “Customer Experience” focuses on what makes for agreat customer experience and teaches students best practices to achieve this. ·         EXPANDEDand NEW - Coverage of market research metrics and analytics showstudents how marketers can use exciting new tools to understand and harness‘big data’ as they strive to identify and meet their customer’s needs — oftenliterally on a one-to-one basis (Chapters 13 and 14). Eighty new key terms,numerous application examples that connect concepts to practice, and severaltables and figures further illustrate important chapter material. An organizedand learner-driven structure helps guide student study ·         Materialis divided into four sections, focusing students’ attention onthe sequential process of creating and delivering customer value. ·         Eachchapter has an integrative study map that includes an objectivesummary, key terms, and assessment — to ensure students understand and retain keyinformation. ·         Asupplement at the end of Chapter 3 providesa framework that enables students to organize marketingconcepts by chapter and create a solid marketing plan of their own. ·         Aconversational, jargon-free, and not overly academic writing style helpsstudents connect with the material and take a personal interest in marketing. ·         TheAppendix provides a basic marketing plan and helpfulhow-to guidelines for the fictitious S&S Smoothie Company, giving studentsthe foundation they need to craft a complete marketing plan. MyLab® Marketing is not included. Students, if MyLab Marketingis a recommended/mandatory component of the course, please ask your instructorfor the correct ISBN. MyLab Marketing should only be purchased when required byan instructor. Instructors, contact your Pearson representative for moreinformation. Teach your course your way ·         NEW:Pearson eText is a simple-to-use,mobile-optimized, personalized reading experience available within MyLab. Itlets students highlight, take notes, and review key vocabulary all in one place— even when offline. Seamlessly integrated videos and other rich media engagestudents and give them access to the help they need, when they need it.Educators can easily share their own notes with students so they see theconnection between their eText and what they learn in class. ·         The Video Library makesit easy for instructors to select videos and related assessments for theirpre-built assignments. Videos help students understand why they’re learning keyconcepts and how to apply them in their careers. And auto-scored assessmentssave instructors valuable time in grading assignments. Empower each learner The Study Plan gives students personalized recommendations, practice opportunities, and learning aids to help them stay on track. Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time. Deliver trusted content Choose from a variety of engaging Videos that explore multiple business topics related to the theory students are learning in class. Exercise Quizzes assess students’ comprehension of the concepts in each video. UPDATED: Rising Stars in Marketing presents video clips contributed by recent successful graduates of marketing degree programs around the country. Each person shares advice about the “do’s and don’ts” of job seeking and job offers to current student readers. Each video is followed by a short assessment to hold students accountable for their learning.

An emphasis on marketing in thereal world 5 new Real People vignettes feature a variety of real decision makers — from CEOs to brand managers — who confront decisions in their jobs that relate to each chapter. These chapter-opening vignettes help students to understand how marketing plays out in real companies including Levi Strauss, PepsiCo, AdventHealth, and The Philadelphia Phillies. Marketing in Action Mini Cases, including 9 new and 5 extensively updated, cover an actual real firm facing real marketing challenges. Questions at the end let students decide what to do to get the company back on the right track. Discussion of the latest hot topics in marketing, including disruptions in the global marketplace (i.e., changes in the distribution of wealth, access to education, improvements in infrastructure), differences in have and have-not countries exposed by the Covid-19 pandemic, the US-China trade war, and much more, keep students up-to-date with current trends and events.  Anexploration of the fascinating and emerging role of the “newmarketer” Chapter 12, “Customer Experience” focuses on what makes for a great customer experience and teaches students best practices to achieve this. Coverage of market research metrics and analytics show students how marketers can use exciting new tools to understand and harness ‘big data’ as they strive to identify and meet their customer’s needs — often literally on a one-to-one basis (Chapters 13 and 14). Eighty new key terms, numerous application examples that connect concepts to practice, and several tables and figures further illustrate important chapter material.