Five major themes guide students’ learning of customer value and engagement
- Creating value for customers in order to capture value from customers in return
- Customer engagement and today’s digital and social media
- Building and managing strong, value-creating brands
- Measuring and managing return on marketing
Sustainable marketing around the globe
- Company examples help students to learn, connect, and apply major marketing concepts
● New - 16 New End-of-Chapter Company Cases facilitate discussion of mobile and social marketing, ethics, and financial marketing analysis, helping students apply major marketing concepts and critical thinking to real company and brand situations.
● New and Revised - Marketing at Work highlights provide countless in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life.
● New and Updated - Integrated Chapter-Opening Preview Sections help preview and position the chapter and its key concepts, and spark student interest. Each one consists of:
o Objective Outlines list chapter contents and learning objectives.
o Previewing the Concepts introduces the chapter-opening story and concepts, which are linked with previous chapter concepts.
o First Stops introduce chapter material through an engaging, illustrated, and annotated marketing story.
● Author comments enhance student learning by introducing and explaining major chapter sections and figures.
● End-of-Chapter Video Cases in MyLab Marketing contain brief summaries and discussion questions.
Resources help students develop their employability skills
● A sample Marketing Plan helps students apply important marketing planning concepts (Appendix 2).
● A Marketing by the Numbers appendix provides students with a comprehensive introduction to the marketing financial analysis that helps guide, assess, and support marketing decisions. A detailed 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 (Appendix 3).
● Careers in Marketing helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests (Appendix 4).
The latest trends and technology get students thinking about marketing
● New and Updated - Discussions of the explosive impact of exciting new developments in online, mobile, social media, and other digital marketing technologies, such as “big data,” new marketing analytics, and artificial intelligence; the massive shift to omni-channel and digital retailing; the increasing use of augmented and virtual reality; digital marketing tools and other digital platforms that engage consumers 24/7, is included.
● Updated - Coverage 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; the major digital transformation in marketing research; omni-channel marketing and the massive shifts in today’s retailing; real-time customer listening and marketing; marketing content creation and native advertising; B-to-B social media and social selling; online and dynamic pricing; sustainability; global marketing; and much more, is included.
● Updated - Fast-changing developments in marketing communications and the creation of brand content is included. Marketers no longer simply create integrated marketing communications programs; they join with customers and media to curate and share marketing content in paid, owned, earned, and shared media.
● Updated - The 14th Edition continues to build on its customer engagement framework -- creating direct and continuous customer involvement in shaping brands and brand conversations, experiences, and community. New coverage and fresh examples address the latest customer engagement tools, practices, and developments.
● End-of-Chapter Reviewing and Extending the Concepts summarize key chapter concepts and provide assessment opportunities by which students can review and apply what they’ve just learned. It consists of:
o Objectives Review highlight major chapter concepts and link them to the chapter objectives.
o Key Terms with page numbers facilitate easy reference for students.
o New - Discussion and critical-thinkingquestions and exercises help students apply analytical thinking to relevant concepts in each chapter.
