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Marketing: An Introduction, Global Edition

Marketing: An Introduction, Global Edition

13th Edition

Gary Armstrong, Philip Kotler, Marc Opresnik

Jun 2016, Paperback, 672 pages
ISBN13: 9781292146508
ISBN10: 1292146508
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For undergraduate courses on the principles of marketing.

An Introduction to the World of Marketing Using a Proven, Practical, and Engaging Approach, Marketing: An Introduction shows students how customer value—creating it and capturing it—drives every effective marketing strategy. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.

The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices.

Pearson MyLab Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID.

Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Pearson Pearson MyLab Marketing is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

Part 1: Defining Marketing and the Marketing Process

1. Marketing Creating Customer Value and Engagement

2. Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships

Part 2: Understanding the Marketplace and Customer Value

3. Analyzing the Marketing Environment

4. Managing Marketing Information to Gain Customer Insights

5. Understanding Consumer and Business Buyer Behavior

Part 3: Designing a Customer Value-Driven Marketing Strategy and Mix

6. Customer Value-Driven Marketing Strategy Creating Value for Target Customers

7. Product, Services, and Brands Building Customer Value

8. Developing New Products and Managing the Product Life Cycle

9. Pricing Understanding and Capturing Customer Value

10. Marketing Channels Delivering Customer Value

11. Retailing and Wholesaling

12. Engaging Customers and Communicating Customer Value Advertising and Public


13. Personal Selling and Sales Promotion

14. Direct, Online, Social Media, and Mobile Marketing

Part 4: Extending Marketing

15. The Global Marketplace

16. Sustainable Marketing Social Responsibility and Ethics

Appendix 1. Company Cases

Appendix 2. Marketing Plan

Appendix 3. Marketing by the Numbers

Appendix 4. Careers in Marketing





This title is a Pearson Global Edition. The editorial team at Pearson has worked closely with educators around the world to include content that is especially relevant to students outside the United States.

About the Book

Guide Student’s Learning

· The Marketing Journey presents five major customer value and engagement themes. The innovative customer value framework uses is a five-step marketing process model:

1. Creating value for customers in order to capture value from customers in return

2. Customer engagement and today’s digital and social media

3. Building and managing strong, value-creating brands

4. Measuring and managing return on marketing

5. Sustainable marketing around the globe

The framework is carefully explained in the first chapter and then integrated throughout the remainder of the text.

· Chapter-Opening Road Maps help preview and position the chapter and its key concepts, and spark student interest. Objective Outlines list chapter contents and learning objectives, Previewing the Concepts introduce chapter concepts, and First Stops introduce chapter material through an engaging, illustrated, and annotated marketing story.

· Speed Bump concept checks highlight and reinforce important chapter concepts.

· Figures annotated with author comments enhance student learning by introducing and explaining major chapter sections and figures.

Encourage Students to Apply Concepts

· REVISED! Marketing at Work highlights provide countless in-depth, real-life examples and stories from Amazon, Adidas, Lego, Ikea, and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.

· A sample marketing plan, contained in Appendix 2, helps students to apply important marketing planning concepts.

· NEW! End-of-chapter features summarize important chapter concepts and highlight important themes, such as marketing ethics; financial marketing analysis; and online, mobile, and social media marketing, facilitating student understanding and ease of learning.

· NEW! 16 Video Cases contain brief end-of-chapter summaries and discussion questions.

· Discussion and Critical Thinking questions and exercises help students keep track of and apply what they’ve learned in the chapter.

· Financial and quantitative marketing exercises emphasize measuring and managing return on marketing. They also help students apply analytical thinking to relevant concepts in each chapter, and link chapter concepts to the text’s innovative and comprehensive Appendix 3, Marketing by the Numbers.

Cover New Marketing Trends and Technology

· UPDATED! Discussions and examples of the explosive impact of exciting new digital marketing technologies—from online, mobile, and social media engagement technologies; to “real-time listening” and “big data” research tools; real-time dynamic pricing; digitizing the in-store retail shopping experience, and social selling; as well as other new communications technologies, including:

· A Chapter 1 section, The Digital Age: Online, Mobile, and Social Media Marketing, which introduces exciting new developments in digital and social media marketing.

· A completely revised Chapter 14, Direct, Online, Social Media, and Mobile Marketing, which digs deeply into digital marketing tools such as Web sites, social media, mobile ads and apps, online video, e-mail, blogs, and other digital platforms that engage consumers anywhere, anytime via their computers, smartphones, tablets, Internet-ready TVs, and other digital devices.

· New stories and examples illustrate how companies employ digital technology to gain a competitive advantage—from traditional marketing all-stars such as Adidas, P&G, and IKEA to new-age digital competitors such as Lenovo, Amazon, Samsung, and Facebook.

· UPDATED! Coverage of the emerging trend toward customer engagement marketing, including:

· Chapter 1 (refreshed sections: Customer Engagement and Today’s Digital and Social Media and Consumer-Generated Marketing);

· Chapter 4 (big data and real-time research to gain deeper customer insights);

· Chapter 5 (creating social influence and customer community through digital and social media marketing);

· Chapter 8 (co-creation and customer-driven new product development);

· Chapter 11 (omni-channel retailing);

· Chapter 12 (marketing content curation and native advertising);

· Chapter 13 (salesforce social selling); and

· Chapter 14 (direct digital, online, social media, and mobile marketing).

· NEW! Coverage in both traditional marketing areas and on fast-changing and trending topics, such as customer engagement marketing, mobile and social media, big data and the new marketing analytics, omni-channel marketing and retailing, customer co-creation and empowerment, real-time customer listening and marketing, building brand community, marketing content creation and native advertising, B-to-B social media and social selling, tiered and dynamic pricing, consumer privacy, sustainability, and global marketing.

· NEW! Coverage of fast-changing developments in marketing communications and the creation of marketing content. Marketers are blending new digital and social media tools—everything from Internet and mobile marketing to blogs, viral videos, and social media—with traditional media to create more targeted, personal, and engaging customer relationships. Marketers are joining with customers and media to curate customer-driven marketing content in paid, owned, earned, and shared media. No other text provides more current or encompassing coverage of these exciting developments.

Also included is coverage on marketing in an uncertain economy in the lingering aftermath of the Great Recession. Starting with a section in Chapter 1 and continuing with revised discussions in Chapters 3, 9, and elsewhere throughout the text, the text shows how now, even as the economy recovers, marketers must focus on creating customer value and sharpening their value propositions in this era of more sensible consumption.

· Material highlights the increasing importance of sustainable marketing. The discussion begins in Chapter 1 and ends in Chapter 16, which pulls marketing concepts together under a sustainable marketing framework. In between, frequent discussions and examples show how sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers, companies, and society as a whole.

New coverage of global marketing is included throughout the text, starting in Chapter 1 and discussed fully in Chapter 15.

Pearson Pearson MyLab Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Pearson Pearson MyLab Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Before Class

· The Chapter Warm-up helps you hold your students accountable for learning key concepts in each chapter before coming to class. The assignment consists of basic questions related to topics in the text, and gives students the chance to access their eText to read about the topics in question. Grading and item analysis in the assignment allow you to see what students know and don’t know.

· Dynamic Study Modules help students study effectively on their own by continuously assessing their activity and performance in real time. Here's how it works: students complete a set of questions with a unique answer format that also asks them to indicate their confidence level. Questions repeat until the student can answer them all correctly and confidently. Once completed, Dynamic Study Modules explain the concept using materials from the text. These are available as graded assignments prior to class, and are accessible on smartphones, tablets, and computers.

During Class

· Learning Catalytics™ is an interactive, student response tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with MyLab with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can:

· Pose a variety of open-ended questions that help your students develop critical thinking skills

· Monitor responses to find out where students are struggling

· Use real-time data to adjust your instructional strategy and try other ways of engaging your students during class

· Manage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learning.

After Class

· Branching, Decision-Making Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. At the end of each simulation, students receive a grade and a detailed report of the choices they made with the associated consequences included.

· Video Exercises explore a variety of business topics related to the theory students are learning in class. Quizzes assess students’ comprehension of the concepts covered in each video.

· Assisted-Graded Assignments: Better writers make great learners—who perform better in their courses. Designed to help you develop and assess concept mastery and critical thinking, Pearson Pearson MyLab Marketing offers a single place to create, track, and grade writing assignments, provide resources, and exchange meaningful, personalized feedback with students quickly and easily. And because of integration with Turnitin®, students’ work is checked for improper citation or plagiarism.

· Quizzes and Tests: Pre-built quizzes and tests allow you to quiz students without having to grade the assignments yourself.

Other Pearson Pearson MyLab Marketing Features

Marketing Metrics Assignments: This unique assignment type allows your students to practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of Marketing.

Reporting Dashboard. View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course with the new Reporting Dashboard. Available via the Pearson Pearson MyLab Marketing Gradebook and fully mobile-ready, the Reporting Dashboard presents student performance data at the class, section, and program levels in an accessible, visual manner.

· Learning Management System (LMS) Integration. You can now link from any LMS platform to MyLab Marketing. Access Pearson Pearson MyLab Marketing assignments, rosters and resources, and synchronize Pearson Pearson MyLab Marketing grades with your LMS gradebook. For students, new direct, single sign-on provides access to all the personalized learning Pearson Pearson MyLab Marketing resources that make studying more efficient and effective.

· Gradebook. The online gradebook automatically tracks your students' results on tests, homework, and practice exercises and gives you control over managing results and calculating grades. The gradebook provides a number of flexible grading options, including exporting grades to a spreadsheet program such as Microsoft Excel. It also lets you measure and document your students' learning outcomes.

· Customizable Settings. Pearson Pearson MyLab Marketing enables you to manage multiple class sections and lets other instructors copy your settings so a standardized syllabus can be maintained across your department. Should you want to use the same Pearson Pearson MyLab Marketing course next semester with the same customized settings, you can copy your existing course exactly—and even share it with other faculty members.

· Mobile Player. Students and instructors will be able to access multimedia resources and complete assessments right at their fingertips, on any mobile device. Highlights of Pearson's Pearson Pearson MyLab Marketing Mobile Player:

· Works on mobile devices and tablets, as well as laptop and desktop computers

· Fresh and intuitive design

· Compatible with browser-based magnification settings