Marketing, 4th Edition was designed with the first-year marketing student in mind and covers key marketing concepts in a style that is easy to follow and understand. This new edition uses a number of regional case studies to illustrate the relevance and importance of marketing topics covered in class. New to this edition is a whole new chapter on Data and Analytics. This Wiley text is delivered through WileyPLUS Learning Space and has a variety of videos and interactive modules that include activities to test your knowledge and aid in your understanding of the text.

Table of Contents:
About the authors ix Applications at a glance xii CHAPTER 1 Introduction to marketing 1 Introduction 3 1.1 What is marketing? 3 The marketing approach to business 6 The marketing process 8 1.2 The exchange of value 11 The market 12 Customers 13 Clients 13 Partners 13 Society 13 1.3 Ethics, corporate social responsibility and sustainable marketing 15 Ethics 15 Corporate social responsibility 17 Sustainability 20 Implementation of CSR and sustainability 21 1.4 The marketing mix 24 Product 24 Price 25 Promotion 26 Distribution (place) 26 People 27 Process 27 Physical evidence 27 1.5 Why study marketing? 29 Improve business performance 29 Higher quality of life 30 Contribute to a better world 31 Be a better customer 31 A rewarding career 31 Summary 34 Key terms 35 Case study 36 Advanced activity 38 Marketing plan activity 38 Websites 38 Endnotes 38 Acknowledgements 41 CHAPTER 2 The marketing environment and market analysis 42 Introduction 43 2.1 The marketing environment 44 2.2 Internal environment 46 Internal marketing 48 2.3 Micro environment 51 Customers and clients 51 Partners 51 Competitors 52 2.4 The macro environment 55 Political forces 57 Economic forces 57 Sociocultural forces 57 Technological forces 58 Environmental forces 58 Legal forces 59 Macro?]environmental complexity 59 2.5 Situation analysis and marketing planning 62 Marketing metrics 65 SWOT analysis 66 Summary 71 Key terms 72 Case study 72 Advanced activity 76 Marketing plan activity 76 Websites 76 Endnotes 76 Acknowledgements 77 CHAPTER 3 Market research 78 Introduction 79 3.1 The role of market research in marketing decisions 80 Marketing information systems 82 Overview of the market research process 83 When market research is appropriate 83 Ethics in market research 84 3.2 Defining a market research problem 86 Preparing a market research brief 87 3.3 Key research design issues 90 Types of research 90 Types of data 91 3.4 Data collection, analysis and reporting 100 Managing data collection 100 Data analysis 101 Drawing conclusions 103 Reporting the findings 103 Responding to the research problem 105 Summary 107 Key terms 108 Case study 109 Advanced activity 112 Marketing plan activity 112 Websites 112 Endnotes 112 Acknowledgements 114 CHAPTER 4 Consumer behaviour 115 Introduction 117 4.1 What is consumer behaviour? 118 Influences on consumer behaviour 118 4.2 Group factors 121 Cultural factors 122 Social factors 125 4.3 Individual factors 131 Personal characteristics 131 Psychological characteristics 135 4.4 Consumer involvement and the decision?]making process 142 Need/want recognition 143 Information search 144 Evaluation of options 144 Purchase 144 Post?]purchase evaluation 145 Summary 148 Key terms 149 Case study 150 Advanced activity 153 Marketing plan activity 153 Websites 153 Endnotes 153 Acknowledgements 154 CHAPTER 5 Business buying behaviour 155 Introduction 156 5.1 Business markets 157 Reseller markets 157 Producer markets 159 Government markets 160 Institutional markets 161 5.2 Marketing to business customers 162 High?]value/high?]volume purchases 163 Price competition and negotiation 163 Number of buyers and sellers 164 Formal assessment of purchase alternatives 164 Ongoing relationships 165 Demand characteristics 166 5.3 Characteristics of business demand 167 Derived demand 167 Joint demand 168 Pricing and demand 168 5.4 Business buying behaviour 171 The organisational buyer 172 The business decision?]making process 173 Environmental influences 176 Summary 179 Key terms 179 Case study 180 Advanced activity 182 Marketing plan activity 182 Websites 182 Endnotes 183 Acknowledgements 183 CHAPTER 6 Markets: segmentation, targeting and positioning 184 Introduction 185 6.1 Knowing the market 186 6.2 Target marketing 188 Mass marketing 190 One?]to?]one marketing 190 Target marketing based on segments 190 The target marketing process 192 6.3 Market segmentation 193 Identify segmentation variables 193 Profile market segments 202 6.4 Market targeting 204 Evaluate potential segments 205 Select target markets 206 6.5 Positioning 209 Determine positioning for each segment 210 Determine the marketing mix for each segment 212 Summary 214 Key terms 215 Case study 215 Advanced activity 218 Marketing plan activity 218 Websites 218 Endnotes 218 Acknowledgements 219 CHAPTER 7 Product 220 Introduction 221 7.1 Products: goods, services and ideas 222 The total product concept 222 Product relationships 224 Product classification 224 7.2 Product life cycle 228 Overview of the product life cycle 228 New product development 229 Product adoption process 231 7.3 Product differentiation 235 7.4 Branding 237 Brand name 238 Brand equity 238 Brand strategies 239 7.5 Packaging 243 Labelling 245 7.6 Managing products 246 Approaches to management 246 Product/market growth strategy matrix 247 Managing products through the life cycle 248 Summary 253 Key terms 254 Case study 255 Advanced activity 257 Marketing plan activity 257 Websites 257 Endnotes 258 Acknowledgements 259 CHAPTER 8 Price 260 Introduction 261 8.1 Pricing objectives 262 Determining pricing objectives 263 Not?]for?]profit pricing 267 The legal environment 267 Selecting the pricing method 270 8.2 Demand considerations 272 The demand schedule and demand curve 273 Price elasticity of demand 275 8.3 Cost and revenue analysis 278 Break?]even analysis 279 Marginal analysis 281 Pricing based on costs 282 8.4 Competition considerations 284 Understanding competitors’ pricing 285 Alternatives to competing on price 287 8.5 Business?]to?]business pricing 289 Pricing for intermediaries 289 Pricing for distribution 290 8.6 Price management 292 The psychology of pricing 292 Pricing throughout the product life cycle 294 Setting and managing the final price 296 Summary 301 Key terms 302 Case study 303 Advanced activity 304 Marketing plan activity 305 Websites 305 Endnotes 305 Acknowledgements 306 CHAPTER 9 Promotion 307 Introduction 308 9.1 What is promotion? 309 A model of communication 309 Objectives of promotion 312 9.2 Integrated marketing communications 315 The promotion mix 315 Integrating promotion mix elements 318 9.3 Advertising 320 Creating an advertising campaign 321 Legal issues in advertising 328 9.4 Public relations 332 Approaches and methods 333 Public relations as a profession 334 9.5 Sales promotion 336 Consumer sales promotions 336 Trade sales promotions 338 9.6 Personal selling 340 A model of personal selling 340 Managing a sales force 341 9.7 Additional forms of promotion 343 Ambush marketing 343 Guerilla marketing 344 Product placement 345 Viral marketing 347 Permission marketing 347 Sponsorship 348 Summary 350 Key terms 351 Case study 352 Advanced activity 354 Marketing plan activity 354 Websites 355 Endnotes 355 Acknowledgements 357 CHAPTER 10 Distribution (place) 358 Introduction 359 10.1 Distribution channels 360 Consumer product distribution channels 362 Business?]to?]business product distribution channels 364 Supply?]chain management 364 10.2 Distribution of goods 367 Order processing 368 Inventory management 369 Warehousing 369 Transportation 370 Technology in physical distribution 372 10.3 Distribution of services 374 Physical inputs 374 Delivery infrastructure 374 Scheduling 374 10.4 Retailing 376 Retailing strategy 376 Benefits of retailers 377 Types of retailers 378 10.5 Agents and brokers 386 Agents 386 Brokers 386 10.6 Wholesaling 388 Major wholesaling functions 388 Types of wholesalers 388 Summary 391 Key terms 392 Case study 393 Advanced activity 395 Marketing plan activity 395 Websites 396 Endnotes 396 Acknowledgements 397 CHAPTER 11 Services marketing 398 Introduction 400 11.1 Service?]dominant economies 400 ‘Services’ and ‘service’ 402 Service product classification 402 11.2 The services marketing mix 405 Unique characteristics of services 406 The extended services marketing mix 415 11.3 Services marketing challenges 421 Managing differentiation 421 Developing profitable customer relationships 422 Delivering consistent customer service quality 422 Summary 428 Key terms 428 Case study 429 Advanced activity 431 Marketing plan activity 431 Websites 431 Endnotes 431 Acknowledgements 432 CHAPTER 12 Digital marketing 434 Introduction 435 12.1 Digital marketing 436 12.2 Characteristics of digital marketing 438 Profiling 438 Interaction and community 439 Control 440 Accessibility and comparability 440 Digitalisation 441 12.3 Digital marketing methods 443 Paid, owned and earned media 443 Brochure sites 444 Social media 444 Viral marketing 446 Portals 446 Search engine optimisation 446 Search engine marketing 447 Email, SMS and MMS marketing 448 Apps 448 VR — the new technological frontier for marketers 448 E?]commerce 449 12.4 Ethical and legal issues 451 Privacy 451 Misleading or deceptive conduct 452 Spam 453 Intellectual property 454 Consumer protection 454 Technology burnout 455 Legal enforcement 455 12.5 Digital marketing and marketing strategy 457 Target markets 457 Customer relationship management 457 The marketing mix 458 Evaluating digital marketing effectiveness 459 Electronic business 461 Summary 463 Key terms 464 Case study 464 Advanced activity 467 Marketing plan activity 467 Websites 467 Endnotes 467 Acknowledgements 469 CHAPTER 13 International marketing 470 Introduction 471 13.1 International marketing fundamentals 472 A global village? 473 Standardisation versus customisation 474 Global trade 475 13.2 The international marketing environment 478 Political forces 480 Economic forces 483 Sociocultural forces 484 Technological forces 485 Environmental forces 486 Legal forces 487 13.3 Why and how organisations go international 489 Selecting overseas markets 489 Methods of market entry 491 Born global 493 13.4 The international marketing mix 494 Summary 499 Key terms 499 Case study 500 Advanced activity 502 Marketing plan activity 502 Websites 502 Endnotes 503 Acknowledgements 504 CHAPTER 14 Social marketing and not?]forprofit marketing 505 Introduction 506 14.1 What is social marketing? 507 Scope of social marketing 509 14.2 Benchmark criteria for social marketing 512 Behaviour change 514 Audience research 514 Segmentation 515 Exchange 515 Marketing mix 516 Competition 517 14.3 Three social marketing streams 519 Downstream social marketing 519 Midstream social marketing 519 Upstream social marketing 519 14.4 What is (and is not) social marketing? 522 14.5 Not?]for?]profit marketing 524 Summary 527 Key terms 528 Case study 528 Advanced activity 530 Marketing plan activity 530 Websites 530 Endnotes 531 Acknowledgements 532 CHAPTER 15 Marketing planning, implementation and evaluation 533 Introduction 535 15.1 The marketing cycle 535 Understanding, planning, implementation and evaluation 536 15.2 Marketing planning 538 Marketing objectives 541 15.3 Marketing implementation 545 Potential internal barriers 545 Environmental factors 547 Maximising success 547 15.4 Evaluating marketing performance 550 Measuring performance 551 Summary 555 Key terms 555 Case study 556 Advanced activity 558 Marketing plan activity 558 Websites 558 Endnotes 559 Acknowledgements 560 CHAPTER 16 Data and analytics 561 Introduction 562 16.1 Data?]driven marketing 563 Definition of data and analytics 564 Data?]driven decision making 564 Data?]driven results 566 16.2 Big data 567 Internet of Things 568 Social media data 569 Understanding and obtaining data 569 Computing resources 572 Data governance 573 16.3 Data analytics in marketing 574 Obtaining customer data for analytics 575 Marketing analytics 575 Machine learning 578 16.4 Issues in analytics 581 Legal and ethical issues in data analytics 582 Analytics skills for decision makers 583 Future of data analytics in marketing 583 Summary 585 Key terms 585 Case study 586 Advanced activity 587 Marketing plan activity 587 Websites 587 Endnotes 587 Acknowledgements 588 APPENDIX Marketing plan 589