Would you like a chapter-by-chapter summary of the 18th edition, or a comparison with the 17th edition for specific topics?
The book is structured around several key principles and concepts, including:
| Part | Title | Key Chapters | |------|-------|---------------| | 1 | Defining Marketing and the Marketing Process | Ch 1-2 (Value, Relationships, Strategy) | | 2 | Understanding the Marketplace & Consumers | Ch 3-6 (Environment, Research, Consumer & Business Buyer Behavior) | | 3 | Designing a Customer Value-Driven Strategy & Mix | Ch 7-17 (STP, Product, Pricing, Distribution, Promotion – heaviest updates here) | | 4 | Extending Marketing | Ch 18-20 (Digital, Global, Sustainable & Social Marketing) |
At the heart of the textbook is a fundamental five-step marketing process designed to create and capture value:
Would you like a chapter-by-chapter summary of the 18th edition, or a comparison with the 17th edition for specific topics?
The book is structured around several key principles and concepts, including:
| Part | Title | Key Chapters | |------|-------|---------------| | 1 | Defining Marketing and the Marketing Process | Ch 1-2 (Value, Relationships, Strategy) | | 2 | Understanding the Marketplace & Consumers | Ch 3-6 (Environment, Research, Consumer & Business Buyer Behavior) | | 3 | Designing a Customer Value-Driven Strategy & Mix | Ch 7-17 (STP, Product, Pricing, Distribution, Promotion – heaviest updates here) | | 4 | Extending Marketing | Ch 18-20 (Digital, Global, Sustainable & Social Marketing) |
At the heart of the textbook is a fundamental five-step marketing process designed to create and capture value:
