This best-selling, brief text introduces marketing through the lens of creating value for customers. Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value--creating it and capturing it--drives every effective marketing strategy. The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.

Table of Contents

Part 1--Defining Marketing and the Marketing Process 1. Marketing: Creating and Capturing Customer Value 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Part 2--Understanding the Marketplace and Consumers 3. Analyzing the Marketing Environment 4. Managing Marketing Information to Gain Customer Insights 5. Understanding Consumer and Business Buyer Behavior Part 3--Designing a Customer-Driven Marketing Strategy and Marketing Mix 6. Customer-Driven Marketing Strategy: Creating Value for Target Customers 7. Products, Services, and Brands: Building Customer Value 8. Developing New Products and Managing the Product Life Cycle 9. Pricing: Understanding and Capturing Customer Value 10. Marketing Channels: Delivering Customer Value 11. Retailing and Wholesaling 12. Communicating Customer Value: Advertising and Public Relations 13. Communicating Customer Value: Personal Selling and Sales Promotion 14. Direct and Online Marketing: Building Direct Customer Relationships Part 4--Extending Marketing 15. The Global Marketplace 16. Sustainable Marketing: Social Responsibility and Ethics APPENDIXES Marketing Plan Marketing by the Numbers