Features of Pearson eText for the 8th Edition Master today's key marketing concepts and create vibrant, interactive communities of consumers. Principles of Marketing covers a wide range of theoretical concepts and practical issues, accurately reflecting the fast-moving pace of marketing in the modern world. Extend learning beyond the classroom with Pearson eText an easy-to-use digital textbook. Optimise study time Find it fast. Enhanced search makes it easy to find a key term or topic to study. Students can also search videos, images, and their own notes. Get organised and get results. Students can customise how they study and add their own notes, bookmarks, and highlights directly in their eText. Study in a flash. Students can use pre-built flashcards or create their own to study how they like. Meet students where they are Read online or offline. With the mobile app, you and your students can access your eText anytime, even offline. Listen anywhere. Learners can listen to the audio version of their eText for most titles, whether at home or on the go. Watch and learn. Videos and animations within the eText bring tricky concepts to life (available in selected titles). Find out more about Pearson eText.
Preface About the authors Acknowledgements Ch1: Marketing: creating customer value and engagement Ch2: Company and marketing strategy: partnering to build customer engagement, value and relationships Ch3 Analysing the marketing environment Ch4 Managing marketing information to gain customer insights Ch5 Consumer markets and buyer behaviour Ch6 Business markets and business buyer behaviour Ch7 Customer-driven marketing strategy:creating value for target customers Ch8 Products, services and brands: building customer value Ch9 Developing new products and managing the product life cycle Ch10 Pricing: understanding and capturing customer value Ch11 Pricing strategies: additional considerations Ch12 Marketing channels: delivering customer value Ch13 Retailing and wholesaling Ch14 Engaging consumers and communicating customer value: integrated marketing communications strategy Ch15 Advertising and public relations Ch16 Personal selling and sales promotion Ch17 Direct, online, social media and mobile marketing Ch18 Creating competitive advantage Ch19 The global marketplace Ch20 Social responsibility and ethics Appendix 1: Marketing plan Appendix 2: Marketing by numbers Glossary Index
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