Marketing: An Introduction, 7e, helps students master modern marketing principles and practices. Written by today's best-selling marketing author team, this paperback text has a manageable 16 chapter organization and builds on the unprecedented success of its sixth edition by placing customer value in the driver's seat. An organizing customer value framework introduced in the first chapter sets the stage. All new video cases, new presentation resources, a new Driver's Manual student study guide, and OneKey all-in-one website for students and instructors are just a few reasons why this is the most contemporary marketing textbook.



Table of Contents:

I. DEFINING MARKETING AND THE MARKETING PROCESS.

1. Marketing: Managing Profitable Customer Relationships.

2. Company and Marketing Strategy: Partnering to Build Customer Relationships.

II. UNDERSTANDING THE MARKETPLACE OF CONSUMERS.

3. The Marketing Environment.

4. Managing Marketing Information.

5. Consumer and Business Buyer Behavior.

III. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX.

6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

7. Product, Services, and Branding Strategies.

8. New-Product Development and Product Life-Cycle Strategies.

9. Pricing Considerations and Strategies.

10. Marketing Channels and Supply Chain Management.

11. Retailing and Wholesaling.

12. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations.

13. Integrated Marketing Communication: Personal Selling and Direct Marketing.

IV. EXTENDING MARKETING.

14. Marketing in the Digital Age.

15. The Global Marketplace.

16. Marketing and Society: Social Responsibility and Marketing Ethics.

Appendix 1. Sample Marketing Plan.

Appendix 2. Video Cases (one per chapter).

Appendix 3. Marketing Arithmetic.

Appendix 4. Careers in Marketing.

Glossary/Index.