Marketing: An Introduction, plus MyMarketingLab with Pearson eText

This package includes a physical copy of Marketing: An Introduction, 11/e by Gary Armstrong and Philip Kotler, as well as access to the eText.

For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

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.

The eleventh edition reflects the latest trends in marketing, including new coverage on the shifting consumer/marketing relationship, marketing in an uncertain economy, and the latest technologies.

Part 1: Defining Marketing and the Marketing Process

Chapter 1: Marketing: Creating and Capturing Customer Value

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

Part 2: Understanding the Marketplace and Consumers

Chapter 3: Analyzing the Marketing Environment

Chapter 4: Managing Marketing Information to Gain Customer Insights

Chapter 5: Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer-Driven Strategy and Mix

Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Chapter 7: Products, Services, and Brands: Building Customer Value

Chapter 8: New Product Development and Product Life-Cycle Strategies

Chapter 9: Pricing: Understanding and Capturing Customer Value

Chapter 10: Marketing Channels: Delivering Customer Value

Chapter 11: Retailing and Wholesaling

Chapter 12: Communicating Customer Value: Advertising and Public Relations

Chapter 13: Personal Selling and Sales Promotion

Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships

Part 4: Extending Marketing

Chapter 15: The Global Marketplace

Chapter 16: Sustainable Marketing: Social Responsibility and Ethics

For undergraduate Principles of Marketing courses.

This best-selling, brief text introduces marketing through the lens of creating value for customers.

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.

The eleventh edition reflects the latest trends in marketing, including new coverage on the shifting consumer/marketing relationship, marketing in an uncertain economy, and the latest technologies.

Focus on the consumer: Customer Value Framework. The innovative customer value framework is introduced at the start of Chapter 1 in a five-step marketing process model, which details how marketing creates customer value and captures value in return. The framework is carefully explained in the first two chapters and then integrated throughout the remainder of the text.

NEW! Provide insight on the latest information:

New coverage on the shifting customer/marketing relationship. Revised coverage of the rapidly changing nature of customer relationships with companies and brands is featured throughout this edition. Today’s marketers are creating deep consumer involvement and a sense of customer community surrounding their brands–making brands a meaningful part of consumers’ conversations and lives. Examples of this new coverage include:

• Chapter 1 contains a section on the changing nature of customer relationships.
• Chapter 4 shows the qualitative approaches to gaining deeper customer insights.
• Chapter 5 explains managing online influence and marketing through social networks.
• Chapter 8 offers customer-driven new product development and co-creation.
• Chapter 12 highlights the shift toward more personalized, interactive communications.
• Chapter 14 discusses online social networks, customer communities, and interactive digital media.

New coverage on marketing in an uncertain economy. This edition shows how companies and consumers are dealing with marketing in an uncertain economy in the aftermath of the recent Great Recession.

• Starting with a section and feature in Chapter 1 and continuing with new sections, discussions, and examples integrated throughout the text, the eleventh edition shows how marketers must focus on creating customer value and sharpening their value propositions in this era of more sensible consumption.

Coverage on new technology. Every chapter of this edition features revised and expanded discussions on the explosive impact of exciting new marketing technologies on consumers and marketers. Examples include:

• Online social networks and communities discussed in Chapters 1, 5, and 14
• “Webnography” research tools in Chapter 4
• Neuromarketing in Chapter 5
• Location-based marketing in Chapter 7
• Internet and mobile marketing and other new communications technologies in Chapters 1, 12, 14, and elsewhere

New company cases in Appendix 1. The new company cases found in Appendix 1 help students apply what they learn to actual company situations. This edition also features many new video cases, with brief end-of-chapter summaries and discussion questions.

NEW! Guide students through the material: Marketing journey travel aids. A wealth of chapter-opening, within-chapter, and end-of-chapter learning devices helps students to learn, link, and apply major concepts.