Description

Book Synopsis
M: Marketing 8e continues to emphasize that marketing adds value an essential theme woven throughout the print and digital elements through Connect. Marketing continues to evolve as industry strategies and communication are impacted by major factors such as the COVID-19 pandemic, influencer marketing, social responsibility, sustainability, and ethical data collection. This edition explores specific marketing approaches by companies such as IKEA, DoorDash, Telsa, TikTok, Facebook, Hydroflask and Netflix. New innovative products and services, as well as employing new methods and channels are all explored to understand how to reach the customers of today -- especially with Gen Z changing the landscape of marketing.

Throughout the chapters, M: Marketing 8e incorporates Adding Value, Ethical & Societal Dilemma and Social Marketing features into each chapter to reflect the ever-changing landscape. Between 73 new boxed inserts, 17 new chap

Table of Contents
Section One: ASSESSING THE MARKETPLACE
Chapter 1: Overview of Marketing
Chapter 2: Developing Marketing Strategies and a Marketing Plan
Chapter 3: Digital Marketing: Online, Social, and Mobile
Chapter 4: Conscious Marketing, Corporate Social Responsibility, and Ethics
Chapter 5: Analyzing the Marketing Environment

Section Two: UNDERSTANDING THE MARKETPLACE
Chapter 6: Consumer Behavior
Chapter 7: Business-to-Business Marketing
Chapter 8: Global Marketing

Section Three: TARGETING THE MARKETPLACE
Chapter 9: Segmentation, Targeting, and Positioning
Chapter 10: Marketing Research and Analytics

Section Four: VALUE CREATION
Chapter 11: Product, Branding, and Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services: The Intangible Product

Section Five: VALUE CAPTURE
Chapter 14: Pricing Concepts for Capturing Value

Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
Chapter 15: Supply Chain and Channel Management
Chapter 16: Retailing and Omnichannel Marketing

Section Seven: VALUE COMMUNICATION
Chapter 17: Integrated Marketing Communications
Chapter 18: Advertising, Public Relations, and Sales Promotions
Chapter 19: Personal Selling and Sales Management

M Marketing ISE

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      Description

      Book Synopsis
      M: Marketing 8e continues to emphasize that marketing adds value an essential theme woven throughout the print and digital elements through Connect. Marketing continues to evolve as industry strategies and communication are impacted by major factors such as the COVID-19 pandemic, influencer marketing, social responsibility, sustainability, and ethical data collection. This edition explores specific marketing approaches by companies such as IKEA, DoorDash, Telsa, TikTok, Facebook, Hydroflask and Netflix. New innovative products and services, as well as employing new methods and channels are all explored to understand how to reach the customers of today -- especially with Gen Z changing the landscape of marketing.

      Throughout the chapters, M: Marketing 8e incorporates Adding Value, Ethical & Societal Dilemma and Social Marketing features into each chapter to reflect the ever-changing landscape. Between 73 new boxed inserts, 17 new chap

      Table of Contents
      Section One: ASSESSING THE MARKETPLACE
      Chapter 1: Overview of Marketing
      Chapter 2: Developing Marketing Strategies and a Marketing Plan
      Chapter 3: Digital Marketing: Online, Social, and Mobile
      Chapter 4: Conscious Marketing, Corporate Social Responsibility, and Ethics
      Chapter 5: Analyzing the Marketing Environment

      Section Two: UNDERSTANDING THE MARKETPLACE
      Chapter 6: Consumer Behavior
      Chapter 7: Business-to-Business Marketing
      Chapter 8: Global Marketing

      Section Three: TARGETING THE MARKETPLACE
      Chapter 9: Segmentation, Targeting, and Positioning
      Chapter 10: Marketing Research and Analytics

      Section Four: VALUE CREATION
      Chapter 11: Product, Branding, and Packaging Decisions
      Chapter 12: Developing New Products
      Chapter 13: Services: The Intangible Product

      Section Five: VALUE CAPTURE
      Chapter 14: Pricing Concepts for Capturing Value

      Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
      Chapter 15: Supply Chain and Channel Management
      Chapter 16: Retailing and Omnichannel Marketing

      Section Seven: VALUE COMMUNICATION
      Chapter 17: Integrated Marketing Communications
      Chapter 18: Advertising, Public Relations, and Sales Promotions
      Chapter 19: Personal Selling and Sales Management

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