Marketing: Defined, Explained, Applied, 2nd edition

Michael P Levens

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For undergraduate Principles of Marketing courses.

A unique breakdown of marketing that speaks to students’ learning style.

Marketing: Defined, Explained, Applied was written from the ground up with student feedback to be the most usable reference guide for Principles of Marketing students. The unique visual and organizational style of the text clearly presents key information that draws students into the material, allowing them to use their text rather than passively read it.

The second edition features a new format that makes it easier for students to study and learn the material.

MyMarketingLab New Design is now available for this title! MyMarketingLab New Design offers:

One Place for All of Your Courses. Improved registration experience and a single point of access for instructors and students who are teaching and learning multiple MyLab/Mastering courses.
A Simplified User Interface. The new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization.
New Communication Tools. The following new communication tools can be used to foster collaboration, class participation, and group work.

Email: Instructors can send emails to their entire class, to individual students or to instructors who has access to their course.
Discussion Board: The discussion board provides students with a space to respond and react to the discussions you create. These posts can also be separated out into specific topics where students can share their opinions/answers and respond to their fellow classmates’ posts.
Chat/ ClassLive: ClassLive is an interactive chat tool that allows instructors and students to communicate in real time. ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising.

Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another.

ISBN-13: 9780137503469

Subject: Marketing

Category: Principles of Marketing

Brief Contents

Chapter 1. The Meaning of Marketing
Chapter 2. The Market in Marketing
Chapter 3. Planning and Marketing in an Organization
Chapter 4. A Broader Perspective on Marketing
Chapter 5. Global Marketing
Chapter 6. Value for Customers
Chapter 7. A Perspective on Consumer Behavior
Chapter 8. Consumer Insight
Chapter 9. The Brand
Chapter 10. Segmenting, Targeting, and Positioning
Chapter 11. The Marketing Plan
Chapter 12. Product and Service Strategies
Chapter 13. Pricing Strategies
Chapter 14. Supply Chain and Distribution Strategies
Chapter 15. Retailing and Wholesaling
Chapter 16. Marketing Communications: Advertising and Sales Promotion
Chapter 17. Personal Selling and Direct Marketing Strategies
Chapter 18. Integrated Marketing Communications
Chapter 19. The Marketing Mix
Chapter 20. Marketing Measurement