Previous ed.: 2010.

Includes index.

PART 1. The strategic marketing process. Marketing: creating superior customer value -- Marketing: delivering and capturing value -- Strategic planning and marketing -- Marketing strategies for competitive advantage -- PART 2. Understanding the market. The global marketing environment -- Information management and marketing research -- Consumer behaviour -- Business-to-business marketing -- PART 3. Implementing a customer-driven strategy. Market segmentation, targeting and positioning -- Products and services marketing -- New products -- Pricing for value -- Marketing channels and logistics networks -- Retailing and wholesaling -- Communicating customer value: advertising and public relations -- Sales promotion and selling -- Direct and online marketing -- PART 4. Extending marketing. Tapping into markets across the globe -- Responsible marketing -- Appendices. The marketing plan -- Marketing by the numbers -- Answers to self-check questions -- Glossary -- Index.

Today's marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. This book continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. This book delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career. The text is accompanied by a flexible and completely revised suite of learning and teaching resources designed to inspire creativity and critical thinking and to excite you about the possibilities of a career in marketing.

TBS982 TBS804 MARK804