"Are you looking for a text that integrates international and ethical coverage?" *NEW-Global marketing-Offers integrated chapter-by-chapter coverage, as well as a revised Chapter 19 that focuses on global marketing considerations. Enables students to understand the importance of developing strong brand positions. (Bookstores must be notified in advance to ensure they stock this special package for students.) "Is it important to you that branding is covered throroughly in your book?"*NEW-New material on brand equity, brand value, brand positioning, managing brands, and rebranding. Do your students need a copy? Instructors can also choose to have the segments on DVD shrink-wrapped with this text at no additional cost. Featured companies include American Express, NFL, and Reebok. Professionally produced for Prentice Hall. Every segment in the Kotler/Armstrong 12e library is new for this edition.
Examples of new openers and vignettes: - NASCAR: Creating Customer Experiences (Ch 1) - McDonald's: I'm Lovin' It! (Ch 3) - Lexus: Delighting Customers to Keep them Coming Back (Ch 5) - UPS: What Can Brown do for Business Customers? (Ch 6) - Pottery Barn Lifestyle (Ch 7)"Do you use videos in your classroom?" **NEW - Video segments on VHS, DVD, and online. Every one has been revised, updated, or replaced to ensure the examples reflect current research and sources. "Are the real marketing examples in your text consistently updated so every one is based on current articles and sources?"*NEW-Chapter-opening and Real Marketing examples-These popular vignettes illustrate important new concepts within real world business applications. *NEW-New five-step model of the marketing process - Shows students how marketers reap rewards by developing customer loyalty, market share, profits, and customer equity.
The result: Students have a comprehensive overview that is continually referred to throughout the text, and reflects the major trends and forces that are impacting marketing in this new age of managing profitable customer relationships. *NEW - Customer-value, customer-relationships framework-Includes a completely revised Chapter 1 that shows this framework from the very start of the text a reworked Chapter 2 that places profitable customer relationships at the very center of marketing and in all, from the first chapter through the last, this text reinforces the theme that value enhances profit.
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