NEW and UPDATED - Chapter 2 has been extensively rewritten to provide a practical framework for marketing management and marketing planning.
UPDATED - Chapter 1 has been substantively rewritten to serve as an introduction chapter that defines the scope of marketing management as a business discipline.
Each case includes questions that promote class discussion and student analysis.Ī significant reorg of the content accommodates new and streamlines previous material Those companies that will adopt marketing 3.0 will have an edge because they will be able to combine a quality.
Marketing in Action Mini C ases highlight innovative and insightful marketing accomplishments from leading organizations. According to Philip Kotler, Marketing 3.0 is a marketing that focuses on the customer as a human being in its entirety, with material, emotional and spiritual needs, a marketing capable of satisfying humanism’s noblest instances.
Covering topical brands and companies, such as Tesla, Net-a-Porter, and Soul Cycle, the vignettes are a great way to encourage discussion.
NEW - Brand-new opening vignettes for each chapter set the stage for the chapter material to follow.
Questions give students an opportunity to confirm their understanding and apply critical thinking.Įngaging features help s park classroom discussion
NEW - Marketing Spotlight boxes use a relevant real-world company, such as Alibaba (Chapter 3), Uber (Chapter 11) and Airbnb (Chapter 17), to illustrate the marketing concepts covered in the chapter.
New content includes Ethical Issues in Prescription Drug Pricing (Chapter 6), Managing the Price Image of a Retailer (Chapter 11), and more.
NEW - Marketing Insight boxes address a specific marketing topic in greater detail to provide in-depth coverage and foster better student understanding of the topic.
New examples focus on Wegmans, Starbucks, Uniqlo, and more.
NEW - In-text examples illustrate key concepts and enhance the relevance of any theoretical discussion.
Real-world data and examples e mphasize the many aspects of marketing
Career Readiness & Employability Skills.
Pearson author roundtable on digital learning.
MyLab IT: preparing students for certification Read Summary : Marketing 3.0 Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, by BusinessNews Publishing online on Bookmate The must-read summary.
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