The Fourteenth Edition of Principles of Marketing!
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Still Creating More Value for You!
The goal of every marketer is to create more value for customers. So it makes sense that our
goal for the fourteenth edition is to continue creating more value for you—our customer.
Our goal is to introduce new marketing students to the fascinating world of modern marketing
in an innovative and comprehensive yet practical and enjoyable way. We’ve poured
over every page, https://draft.blogger.com/blogger.g?blogID=4657453923049419999#editor/target=post;postID=6719763975092896477table, figure, fact, and example in an effort to make this the best text from
which to learn about and teach marketing. Enhanced by mymarketinglab, our online homework
and personalized study tool, the fourteenth edition creates exceptional value for both
students and professors.
Marketing: Creating Customer Value
and Relationships
Top marketers at outstanding companies share a common goal: putting the consumer at the
heart of marketing. Today’s marketing is all about creating customer value and building
profitable customer relationships. It starts with understanding consumer needs and wants,
determining which target markets the organization can serve best, and developing a compelling
value proposition by which the organization can attract and grow valued consumers.
If the organization does these things well, it will reap the rewards in terms of market
share, profits, and customer equity.
Five Major Value Themes
From beginning to end, the fourteenth edition of Principles of Marketing develops an innovative
customer-value and customer-relationships framework that captures the essence of today’s
marketing. It builds on five major value themes:
1. Creating value for customers in order to capture value from customers in return. Today’s
marketers must be good at creating customer value and managing customer relationships.
Outstanding marketing companies understand the marketplace and customer
needs, design value-creating marketing strategies, develop integrated marketing programs
that deliver customer value and delight, and build strong customer relationships.
In return, they capture value from customers in the form of sales, profits, and
customer loyalty.
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