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He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.
He has consulted with many major US and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing.
He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities. Paper Bound with Access Card. We're sorry! We don't recognize your username or password.
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Marketing: An Introduction, 14th Edition. Description For undergraduate principles of marketing courses. Pearson eText is included. An introduction to marketing using a practical and engaging approach Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.
Learn more about MyLab Marketing. For instructors not using MyLab, Pearson eText can also be adopted on its own as the main course material. Learn more about Pearson eText or contact your Pearson rep for purchase options. New and Revised - Marketing at Work highlights provide countless in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
New and Updated - Integrated Chapter-Opening Preview Sections help preview and position the chapter and its key concepts, and spark student interest. Each one consists of: Objective Outlines list chapter contents and learning objectives. Previewing the Concepts introduces the chapter-opening story and concepts, which are linked with previous chapter concepts.
First Stops introduce chapter material through an engaging, illustrated, and annotated marketing story. Author comments enhance student learning by introducing and explaining major chapter sections and figures. Resources help students develop their employability skills A sample Marketing Plan helps students apply important marketing planning concepts Appendix 2.
A Marketing by the Numbers appendix provides students with a comprehensive introduction to the marketing financial analysis that helps guide, assess, and support marketing decisions.
Careers in Marketing helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests Appendix 4. Updated - Fast-changing developments in marketing communications and the creation of brand content is included. Marketers no longer simply create integrated marketing communications programs; they join with customers and media to curate and share marketing content in paid, owned, earned, and shared media.
Updated - The 14th Edition continues to build on its customer engagement framework -- creating direct and continuous customer involvement in shaping brands and brand conversations, experiences, and community.
New coverage and fresh examples address the latest customer engagement tools, practices, and developments. It consists of: Objectives Review highlight major chapter concepts and link them to the chapter objectives. Key Terms with page numbers facilitate easy reference for students. New - Discussion and critical-thinking questions and exercises help students apply analytical thinking to relevant concepts in each chapter.
Reach every student with MyLab Teach your course your way: Your course is unique. Mini Sims put students in professional roles and give them the opportunity to apply course concepts and develop decision-making skills through real-world business challenges. Marketing by the Numbers assignments let your students practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of marketing.
Empower each learner: Each student learns at a different pace. Personalized learning pinpoints the precise areas where each student needs practice, giving all students the support they need -- when and where they need it -- to be successful. The Study Plan gives students personalized recommendations, practice opportunities, and learning aids to help them stay on track. Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time.
Deliver trusted content: You deserve teaching materials that meet your own high standards for your course. Choose from a variety of engaging Videos that explore multiple business topics related to the theory students are learning in class.
Improve student results: When you teach with MyLab, student performance often improves. Check out the preface for a complete list of features and what's new in this edition.
New to This Edition. Company examples help students to learn, connect, and apply major marketing concepts 16 New End-of-Chapter Company Cases facilitate discussion of mobile and social marketing, ethics, and financial marketing analysis, helping students apply major marketing concepts and critical thinking to real company and brand situations. Marketing at Work highlights provide countless in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
Integrated Chapter-Opening Preview Sections help preview and position the chapter and its key concepts, and spark student interest. Fast-changing developments in marketing communications and the creation of brand content is included. The 14th Edition continues to build on its customer engagement framework -- creating direct and continuous customer involvement in shaping brands and brand conversations, experiences, and community.
Discussion and critical-thinking questions and exercises help students apply analytical thinking to relevant concepts in each chapter.
Reach every student with MyLab Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience available within MyLab. Marketing: Creating Customer Value and Engagement 2. Analyzing the Marketing Environment 4.
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