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

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.   NEW! Make studying and learning easier: New layout. Throughout this edition, each new topic begins at the top of the page, allowing students to easily locate where they are in the reading.   NEW! Marketing Performance Measurement chapter added with focus on marketing accountability, techniques to measure marketing, advertising and brand health as well return on marketing investment.   Provide a format that’s easy for students to follow: Uniquely organized chapter material. To make studying and learning easier, the beginning of each chapter contains a visual outline to demonstrate how the topics flow and includes page numbers to help students navigate through chapter material. All examples are pulled out of the narrative and highlighted so students can easily see where they are and decide whether or not to read them. Also, each topic area within the chapter is divided into three parts: Defined: Provides a dictionary definition of the topic Explained: Gives a brief explanation of the topic Applied: Talks about how businesses and people use the topic Get students straight to the point: Streamlined content. This text presents students with all of the material they need in concise chapters, without repetition or extraneous material.   Make studying and learning efficient and effective: End-of-chapter material. The end of each chapter contains a visual summary to show students material progression and includes the key terms, page numbers and fundamental end-of-chapter material that students can easily refer when they are studying and learning.   Present one-of-a-kind marketing information: Unique author perspective. Levens understands first-hand what is needed to be successful in marketing in the business world and he has brought that insight into his text. Besides being an academic, Mike Levens worked as  Brand Manager at SAAB, Head of Consumer Research for OnStar, and at various other leadership positions in GM. 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 stu

NEW! Make studying and learning easier: New layout. Throughout this edition, each new topic begins at the top of the page, allowing students to easily locate where they are in the reading.   NEW! Marketing Performance Measurement chapter added with focus on marketing accountability, techniques to measure marketing, advertising and brand health as well return on marketing investment.     NEW! Provide students with the power of practice: mymarketinglab. mymarketinglab–Pearson’s online tutorial and assessment platform–gives students the opportunity to test themselves on key concepts and skills, track their own progress through the course, and use the personalized Study Plan activities. Highlights include: Personalized Study Plans. Pre- and posttests with remediation activities are provided in order to help students understand and apply the concepts where they need the most help. Self-Assessments. Pre-built self-assessments allow students to test themselves on their understanding. Interactive elements. A wealth of hands-on activities and exercises allow students to experience and learn firsthand. These elements include: The online e-book where students can search for specific keywords or page numbers, highlight specific sections, and/or enter notes on the e-book page. The ability to print reading assignments with notes for later review. Consisting of either a case statement or video, the Interactive Case Studies present critical thinking questions that ask students to evaluate the relevance and importance of the case and answer a series of multiple choice questions that are automatically graded, saving you time. These Interactive Case Studies also include discussion/debate questions to help get the class talking.Mini-simulations and corresponding quizzes. (Principles of Marketing only) Unique mini-simulations use adaptive technology to allow students to make marketing decisions and see the impact of the decisions they chose. These simulations are now accompanied by short quizzes that you can assign your students to assess what they learned completing the simulation. Find out more on mymktlab.com.