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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