Company examples help students to learn, connect, and apply major marketing concepts 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. 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. 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. The latest trends and technology get students thinking about marketing 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. 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.
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. 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. Discussion and critical-thinking questions and exercises help students apply analytical thinking to relevant concepts in each chapter. Also available anytime, anywhere with the standalone, digital Pearson eText, or via Pearson MyLab Marketing, which includes the Pearson eText. Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience that can be adopted on its own as the main course material. It lets students highlight, take notes, and review key vocabulary all in one place, even when offline.
Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily customize the table of contents, schedule readings, and share their own notes with students so they see the connection between their eText and what they learn in class -- motivating them to keep reading, and keep learning. Learn more abo.