Marketing (2nd edition)

Marketing 2 is designed for today's changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital consumers, services, ethics, and value that are at the forefront of contemporary teaching and practice are integrated throughout and illustrated with real world examples that will spark the imagination. Marketing 2 thoroughly addresses the explosion of digital technology and new influencers, such as social media, and the impact on marketing. Supported by results-driven technology in McGraw-Hill's Connect and a focused table of contents covering all of the foundational topics in thirteen chapters, Marketing 2 is the ideal choice for any Principles of Marketing course. With Connect package, students examine how firms analyse, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics