New coverage and fresh examples address the latestcustomer engagement tools, practices, and developments · A 5-step customer engagement framework ties together key concepts, and details howmarketing creates customer value and captures value in return.The 18th edition continues to add to this framework and focuses on buildingdirect and continuous customer involvement in shaping brands, brandconversations, brand experiences, brand advocacy, and brand community. · Material in both traditional marketing areas and on fast-changing andtrending topics such asdigital, mobile, and social media marketing; customer engagement marketing; bigdata, artificial intelligence, and new marketing analytics; and much more,keeps students informed. Learner-focused features help students learn, link, andapply major concepts · Chapter-opening Objective Outlines preview chapter contents and learningobjectives; Chapter Previews show chapter concepts, link them withprevious chapter concepts, and introduce the chapter-opening story; and Vignettes-- engaging, deeply developed, illustrated, and annotated marketing stories --help introduce the chapter material and spark student interest. · In-text examples illustrate contemporary marketing practices and bring key courseconcepts to life. · Each figure contains author comments that ease and enhance student learning byintroducing and explaining major chapter sections and figures. · Application Cases facilitate discussion of current issues and company situations in areassuch as mobile and social marketing, ethics, and financial marketing analysis,while Company Cases (20 of which are new to the 18th edition) helpstudents apply what they've learned to actual company and brand situations. · End-of-chapter Objectives Reviews summarize major chapter concepts and link them tochapter objectives, Key Terms facilitate easy reference, and DiscussionQuestions and Critical-Thinking Exercises help students keep trackof and apply what they've learned in the chapter.
Career-focused resources help students develop the skillstoday's employers are looking for · Real Marketing highlights provide fresh insights into real marketing practices fromall-stars like Walmart, Amazon, Netflix, Apple, and more. · Marketing by the Numbers (Appendix 2) provides students with a comprehensive introto the marketing financial analysis that helps guide, assess, and supportmarketing decisions. An exercise at the end of each chapter lets students applyanalytical and financial thinking to that chapter's concepts and links thechapter to the Marketing by the Numbers appendix. This title isavailable with Pearson Horizon, an easy-to-use, local-language digital platform thatdelivers a customizable, personalized learning experience -- all while stayingrelevant to your area of the world. Pearson Horizon is available for selecttitles and in select geographies. For purchase options, please contact yourPearson representative. · Deliver content digitally. Get all the benefits of our widely used content within aneasy-to-use, personalized digital platform with customizable features.
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