Principles of Marketing : Global Edition

Marketing and the Economy. New coverage in every chapter of this edition shows how companies and consumers are dealing with marketing and today’s uncertain economy. Starting with a major new section in Chapter 1 and continuing with new sections, discussions, and examples integrated throughout the text, this edition shows how marketers must focus on creating customer value and sharpen their value propositions to serve the needs of today’s more frugal consumers.

A new feature–Marketing and the Economy–at the end of each chapter, provides real examples for discussion and learning.

Restructured Pricing Chapter. Restructured pricing chapters (Chapters 10 and 11) provide improved coverage of pricing strategies and tactics in an uncertain economy.

Show the numbers: Increased Coverage of Analytics. Today’s current economic challenges have made it necessary for marketers to focus on the analytics involved in their work. To help students see the value of analytics, this edition continues its emphasis on measuring and managing return on marketing–including many new end-of-chapter financial and quantitative marketing exercises that let students apply analytical thinking to relevant concepts in each chapter and link chapter concepts to the text’s innovative and comprehensive Appendix 2: Marketing by the Numbers.