The Marketing Journey presents five major Customer Value and Engagement themes. 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 chapter and then integrated throughout the remainder of the text.
Guide students through the material with Marketing Journey Travel Aids.
2.Encourage Students to Apply Concepts
Real experiences demonstrate Marketing at Work. The text takes a practical marketing-management approach, providing countless in-depth, real-life examples and stories that 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.
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目 錄
PART I: DEFINING MARKETING AND THE MARKETING PROCESS
Ch 1 Marketing: Creating and Capturing Customer Value
Ch 2 Company and Marketing Strategy: Partnering to Build Customer Value and Relationships
PART II: UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE
Ch 3 Analyzing the Marketing Environment
Ch 4 Managing Marketing Information to Gain Customer Insights
Ch 5 Understanding Consumer and Business Buyer Behavior
PART III: DESIGNING A CUSTOMER VALUE—DRIVEN STRATEGY AND MIX
Ch 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers
Ch 7 Products, Services, and Brands: Building Customer Value
Ch 8 New Product Development and Product Life-Cycle Strategies
Ch 9 Pricing: Understanding and Capturing Customer Value
Ch10 Marketing Channels: Delivering Customer Value
Ch11 Retailing and Wholesaling
Ch12 Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
Ch13 Personal Selling and Sales Promotion
Ch14 Direct, Online, Social Media, and Mobile Marketing
PART IV: EXTENDING MARKETING
Ch15 The Global Marketplace
Ch16 Sustainable Marketing: Social Responsibility and Ethics
