Part 1. Understanding Marketing Management  1. Defining Marketing for the New Realities  2. Developing Marketing Strategies and Plans  Part 2. Capturing Marketing Insights  3. Collecting Information and Forecasting Demand  4. Conducting Marketing Research  Part 3. Connecting with Customers  5. Creating Long-term Loyalty Relationships  6. Analyzing Consumer Markets  7. Analyzing Business Markets  8. Tapping into Global Markets  Part 4. Building Strong Brands  9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity  12. Meeting Competition and Driving Growth  Part 5. Shaping the Market Offerings  13. Setting Product Strategy  14. Designing and Managing Services  15. Introducing New Market Offerings  16. Developing Pricing Strategies and Programs  Part 6. Delivering Value  17. Designing and Managing Integrated Marketing Channels  18. Managing Retailing, Wholesaling, and Logistics  Part 7. Communicating Value  19. Designing and Managing Integrated Marketing Communications  20. Managing Digital Communications: Online, Social Media and Mobile Marketing  21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations  22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling  Part 8. Managing the Marketing Organization  23. Conducting Marketing Responsibly for Long-Term Success    

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Personalize learning with MyMarketingLab™ MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.   MyMarketingLab allows you to engage your students in the course material before, during, and after class with a variety of activities and assessments.   Before Class: The Chapter Warm-up helps you hold your students accountable for the basic material in the textbook chapter. The assignment consists of basic questions related to the textbook content, and students have the chance to access their etext to read about the topics in question. This assignment is graded and you can be sure that students are exposed to the textbook material before coming to class, and through item analysis in the assignment see what students know and don’t know. Dynamic Study Modules: Not every student learns the same way and at the same rate. Now, thanks to advances in adaptive learning technology, you no longer have to teach as if they do. Dynamic Study Modules continuously assess student performance and activity in real time, and, using data and analytics, personalize content toreinforce concepts that target each student's strengths and weaknesses. You can assign Dynamic Study Modules as homework and receive results right in your gradebook. And, because your students are always on the go, Dynamic Study Modules can be accessed from any computer, tablet, or smartphone. Enhanced eText: Engagement in lecture is essential to student success, and continuing that engagement outside of class is just as critical. The new Enhanced eText found within Pearson’s MyLab keeps students engaged in learning on their own time, while helping them achieve greater conceptual understanding of course material. Just as a great instructor brings course material to life, the immersive Enhanced eText brings reading to life – with animations, interactive tutorials, and more. In the Enhanced eText, immediate practice suited to a variety of learning styles is just a click away.   During Class: Learning Catalytics™ is an interactive, classroom tool that uses students’ smartphones, tablets, or laptops to engage them in more sophisticated tasks and thinking. Now included with Mastering with eText, Learning Catalytics enables you to generate classroom discussion, guide your lecture, and promote peer-to-peer learning with real-time analytics. Instructors, you can: Pose a variety of open-ended questions that help your students develop critical thinking skills Monitor responses to find out where students are struggling Use real-time data to adjust your instructional strategy and try other ways of engaging your students during class Manage student interactions by automatically grouping students for discussion, teamwork, and peer-to-peer learning Business Today: Bring current events alive in your classroom with videos that illustrate current and topical business concepts. Reporting Dashboard: View, analyze, and report learning outcomes clearly and easily, and get the information you need to keep your students on track throughout the course, with the new Reporting Dashboard. Available via the MyLab Gradebook and fully mobile-ready, the Reporting Dashboard presents student

Emphasize the many aspects of marketing  In-text boxes provide vivid illustrations of chapter concepts using actual companies and situations. The boxes cover a variety of products, services, and markets, and many have accompanying illustrations in the form of ads or product shots.  Each end-of-chapter section now includes two expanded Marketing Excellence mini-cases highlighting innovative, insightful marketing accomplishments by leading organizations. Each case includes questions that promote classroom discussion and student analysis.   Spark classroom discussion Brand-new opening vignettes for each chapter set the stage for the chapter material to follow. By covering topical brands or companies, the vignettes are great classroom discussion starters.   Content updates: A new chapter (21) titled Managing Digital Communications: Online, Social Media and Mobile has been added to better highlight that important topic. Significant attention is paid throughout  the text to what a new section in Chapter 1 calls “the digital revolution.” The global chapter (8, previously Chapter 21) has been moved into Part 3 on Connecting with Customers and the new products chapter (15, previously Chapter 20) has been moved into Part 5 on Creating Value. The positioning and brand chapters (10 and 11) have been switched to allow for the conventional STP sequencing. These moves permit richer coverage of the topics and better align with many instructors’ teaching strategy. UPDATED! The concluding chapter (23) has been retitled “Managing a Holistic Marketing Organization for the Long Run” and addresses corporate social responsibility, business ethics, and sustainability, among other topics. UPDATED! Chapter 12 (previously Chapter 11) has been retitled “Addressing Competition and Driving Growth” to acknowledge the importance of growth to an organization.