And while this is a marketing book for a marketing course, it seems more like an excuse to market TO YOU. It's clearly written and includes lots of fresh, up-to-date, illustrative real-world examples to prove their theories and statements. Each chapter is filled with key terms used in the real world and the definitions can be found in the margins.
The terms are also explained by the author's words as well as live examples. The end-of-chapter questions and case studies are also a very good reference and provide a way to test yourself on the content shared within the chapters.
Also included in the chapters are many helpful charts, tables, and photos. During my course I found this to be a very helpful book and believe that the content that is covered will help me while I continue to chase my professional goals and dreams. Great Buy! However, i could not afford to purchase that one and opted to settle for the 13th ed.
After receiving this and examining the quality and even comparing it to the 15th ed that some of my friends had, I disn't feel as though I settled for it, if anything I got an amazing deal.
The content in the book is extremely similar to that of the 15th ed. I've notices very few differences, which may deal with the pictures or examples they used. About the book New coverage and fresh examples address the latest customer engagement tools, practices, and developments UPDATED - A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community.
NEW and UPDATED - Material 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; and much more, keeps students informed.
Learner-focused features help students learn, link, and apply major concepts NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous 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.
NEW - In-text examples illustrate contemporary marketing practices and bring key course concepts to life. Marketing Plan Appendix 1 contains a detailed sample marketing plan that helps students apply important marketing planning concepts.
Careers in Marketing Appendix 3 helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests. Reach every student with MyLab Teach your course your way: Your course is unique. Mini Sims put students in professional roles and give them the opportunity to apply course concepts and develop decision-making skills through real-world business challenges.
Marketing Metrics Assignments let your students practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of marketing. Empower each learner: Each student learns at a different pace. Personalized learning pinpoints the precise areas where each student needs practice, giving all students the support they need -- when and where they need it -- to be successful. The Study Plan gives students personalized recommendations, practice opportunities, and learning aids to help them stay on track.
Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time. Deliver trusted content: You deserve teaching materials that meet your own high standards for your course.
Pearson eText is a simple-to-use, personalized reading experience available within MyLab. Students can use their computer or the mobile app to easily highlight and take notes all in one place -- even when offline. Choose from a variety of engaging Videos that explore multiple business topics related to the theory students are learning in class.
Improve student results: When you teach with MyLab, student performance often improves. New to This Edition. New coverage and fresh examples address the latest customer engagement tools, practices, and developments A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return.
Material 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; and much more, keeps students informed. Learner-focused features help students learn, link, and apply major concepts Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous 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 course concepts to life. Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures. Marketing by the Numbers Appendix 2 provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions.
Share a link to All Resources. Instructor Resources. Websites and online courses. Other Student Resources. Additional order info. Access Code Card. Pearson offers affordable and accessible purchase options to meet the needs of your students. Connect with us to learn more. On-line Supplement.
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