Principles of Marketing (Global Edition) (18 Ed.)

Overview

• A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.
• Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed.
• Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest.
• In-text examples illustrate contemporary marketing practices and bring key course concepts to life.
• Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.
• Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they’ve learned to actual company and brand situations.
• End-of-chapter Objectives Reviews summarise major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they’ve learned in the chapter.
• Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara.
• Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts.
• Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter’s concepts and links the chapter to the Marketing by the Numbers appendix.
• Careers in Marketing (Appendix 3) helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests.