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.   About the book   Guide students through the latest topics in marketing ·    A concise and user-friendly Table of Contents. Fourteen chapters offer a convenient size for most undergraduate basic marketing courses. This “lean and mean” structure allows an instructor who teaches a semester course to cover important marketing concepts from soup to nuts, yet still retain enough flexibility to include time for in-class exercises and discussions, as well as assessments of students’ learning. ·    Material is divided into four sections, focusing on the sequential process of creating and delivering value, including: o Understanding the Value Proposition o Determining the Value Propositions Different Customers Want o Developing the Value Proposition for the Customer o Delivering and Communicating the Value Proposition ·    A 4P structure is integrated with emphasis on the value proposition. Chapters 8 to 14 cover Product, Price, Place, and Promotion--but with real-world decision-making emphasis, for which the book is famous for. ·    Each chapter has an integrative study map for students that includes an Objective Summary, Key Terms, and student assessment opportunities of several types: Concepts: Test Your Knowledge; Activities: Apply What You’ve Learned; Apply Marketing Metrics; Choices: What Do You Think?; and Miniproject: Learn By Doing. By completing these assessments students and instructors achieve maximum assurance of learning. ·    Appendix A, “The Marketing Plan,” provides a basic marketing plan and helpful “how to” guidelines for the fictitious S&S Smoothie Company, giving students the foundation they need to craft a complete marketing plan while answering any questions that students may have. ·    A supplement at the end of Chapter 3 provides a framework that enables students to organize marketing concepts by chapter and create a solid marketing plan of their own. ·    Career Appendix B, “Your Future in a Marketing Career,” provides guidance for students on how to plan for a successful and rewarding, career, whether in marketing or another field. Career success is framed as developing a unique brand that meets the needs of the job market. Career guidance recommendations follow the steps in the marketing plan with suggestions at each step for critical thinking and specific actions.   Emphasize marketing in the real world ·    NEW! Each chapter concludes with an exciting Marketing in Action mini case about a real firm facing real marketing challenges. Questions at the end let you make the call to get the company on the right track. Thirteen new cases feature GetFeedback, Airbus, Sprig, Facebook, Disney, Target, and Alibaba. ·    UPDATED! Spotlight on the importance of ethical and sustainable marketing. Each chapter provides a boxed feature called Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World. A questionable marketing practice is described and then students are asked for their opinion on the matter. Firms have been updated to include Coca-Cola, Chipotle, Volkswagen, Kimberly Clark, and Allstar (the “Snuggie”).     Help students see the math behind the marketing ·    EXPANDED! Double the coverage of market research metrics and analytics. The 9th Edition continues to expand its coverage on ho

About the book Emphasize marketing in the real world Each chapter concludes with an exciting Marketing in Action mini case about a real firm facing real marketing challenges. Questions at the end let you make the call to get the company on the right track. Thirteen new cases feature GetFeedback, Airbus, Sprig, Facebook, Disney, Target, and Alibaba.Spotlight on the importance of ethical and sustainable marketing. Each chapter provides a boxed feature called Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World. A questionable marketing practice is described and then students are asked for their opinion on the matter. Firms have been updated to include Coca-Cola, Chipotle, Volkswagen, Kimberly Clark, and Allstar (the “Snuggie”). Help students see the math behind the marketing Double the coverage of market research metrics and analytics. The 9th Edition continues to expand its coverage on how marketers can use exciting new tools to understand and harness “big data” as they strive to identify and meet their customer’s needs--often literally on a one-to-one basis. Numerous key terms, additional application examples that connect concepts to practice, and several new tables and figures to further illustrate important chapter material have been added.Each chapter provides an updated Metrics Moment box that describes some important ways to measure important marketing concepts, including an Apply the Metric exercise that asks the student to actually work with some of these measures. And every end of chapter includes an Apply Marketing Metrics exercise that provides additional opportunities for students to practice measures that marketers use to help them make good decisions. MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. MyLab Marketing 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. . · Rising Stars in Marketing, a new supplemental feature found in MyLab Marketing, presents video clips contributed by recent successful graduates of marketing programs around the country. Each person shares advice about the “do’s and don’ts” of job seeking and job offers to current readers, so students have the option of exploring career wisdom from those who have followed the same path they hope to take. Each video is followed with a short assessment to hold students accountable for their learning. · Decision-Making Mini-Simulations put your students in the role of manager as they make a series of decisions based on a realistic business challenge. The simulations change and branch based on their decisions, creating various scenario paths. Fully re-written, decision-making mini-simulations are now available with an updated design and workflow. · Here’s My Problem vignettes feature a variety of decision makers, from CEOs to brand managers, who confront decisions in their jobs that relate to each chapter. Real executives include: o Michael Baumwoll, Twitter o Keith Sutter, Johnson & Johnson o Dondeena Bradley, Weight Watchers o Becky Frankiewicz, Quaker Foods o Neal Goldman, Under Armour o Jennifer