Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures.In-text examples illustrate contemporary marketing practices and bring key course concepts to life.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.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.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. A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return.Sustainable Marketing: Social Responsibility and Ethics Direct, Online, Social Media, and Mobile Marketing Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy
Marketing Channels: Delivering Customer Value Pricing Strategies: Additional Considerations Pricing: Understanding and Capturing Customer Value Developing New Products and Managing the Product Life Cycle Products, Services, and Brands: Building Customer Value
Customer Value-Driven Marketing Strategy: Creating Value for Target Customers