Principles of Marketing, 19th edition Global Edition

Book Preface

New to This Edition
All That’s New: Marketing in a Digital Age of Customer
Value and Engagement
The nineteenth edition of Principles of Marketing reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Here are just some of the major new and continuing changes you’ll find in this edition.

• Customer engagement framework: This nineteenth edition continues to build on its cus-tomer engagement framework—creating direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community. New coverage and fresh examples throughout the text address the latest customer engagement tools, practices, and developments.
• Digital marketing: In the nineteenth edition, the Digital Marketing chapter (Chapter 17) is retitled, heavily restructured, and much revised, with substantial new framing and con-tent. Rather than treating digital marketing as a part of the promotion mix, the chapter is now a standalone digital marketing strategy chapter that focuses on special consid-erations in preparing digital marketing campaigns. The recrafted chapter is organized around a four-step digital marketing process that involves understanding digital mar-keting, preparing for a digital marketing campaign, employing digital channels (online, social media, and mobile marketing) in an omni-channel strategy, and addressing public policy issues in digital marketing.
• Marketing information and customer insights management: In the nineteenth edition, the Managing Marketing Information to Gain Customer Insights chapter (Chapter 4) has been heavily restructured and revised to reflect the extensive transformation of marketing re-search and information insights management in the digital age—from data sources and digital insights gathering to big data and marketing analytics. The massive digital shift in managing marketing information is now fully integrated into the chapter.
• Marketing in the age of disruption: Throughout the nineteenth edition, you’ll find new cov-erage of how companies are dealing with recent major disruptions in the marketing en-vironment. The recent past has been marked by everything from the rapid rise of digital technologies and large economic swings to extreme environmental patterns, social and politi-cal turmoil, and global health crises. For example, the digital age has caused an enormous shift in what, how, and where consumers buy. Wide-ranging social, environmental, and political developments require a new approach to social responsibility, sustainability, diversity, and brand activism. The global COVID-19 pandemic had a huge and lasting impact on consumers and, consequently, on the industries and brands that serve them. Such disruptions create both threats and opportunities for marketers, who must adapt quickly and create flexible strategies that can deal with uncertain times and futures.
• Diversity, equity, and inclusion (DEI): With guidance from DEI experts, every effort has been made to ensure that the nineteenth edition of Principles of Marketing fully and re-sponsibly represents the interests of diversity, equity, and inclusion in its treatment of marketing topics, examples, and illustrations. We also take care throughout this edition to note how marketers are applying DEI values in their strategies and actions. As just a few examples, see the new Chapter 15 section on Diversity, Equity, and Inclusion (DEI) in Advertising and Real Marketing 15.2: Diversity, Equity, and Inclusion in Advertising: More Than a Catchphrase. Also see the substantially revised and updated Chapter 5 Subculture sections, Chapter 3 Diversit y section, and Chapter 7 discussion of gender seg-mentation and gender-neutral marketing.
• Content marketing and marketing communications: The nineteenth edition continues to track fast-changing developments in marketing communications and the creation of brand content. Marketers no longer simply create advertising and integrated marketing communications programs; they join with cus-tomers and media to curate and share market-ing content in paid, owned, earned, and shared media. You won’t find fresher coverage of these important topics in any other marketing text.

• Global marketing and sustainable marketing: The nineteenth edition’s Global Marketing and Sus-tainable Marketing chapters (Chapters 19 and 20) have both been significantly restructured and revised, with new organizing frameworks, concepts, and examples. For example, in the sustainability chapter, the environmental sustainability sections have much new material, including new discussions of carbon footprint/offsetting and a set of specific approaches to reducing environmental harm. The final section includes a new set of principles for building a sustainable marketing organization.
• Omni-channel marketing and retailing: Linked with all the new digital marketing develop-ments, this edition addresses the substantial shifts toward omni-channel marketing and re-tailing. Such discussions are integrated through-out the text, but see especially the Marketing Channels and Retailing and Wholesaling chapters (Chapters 12 and 13) and the new sections in the Digital Marketing chapter (Chapter 17).

• Marketing technology: Keeping up with digital concepts, technologies, and practices is a top priority and major challenge for today’s mar-keters. The nineteenth edition of Principles of Marketing provides thoroughly refreshed, up-to-date coverage of these explosive developments in every chapter—from digital, online, mobile, and social media engagement technologies in Chapters 1, 4, 15, and 17; to “big data,” new marketing analytics, the Internet of Things, and artificial intelligence in Chapters 1, 3, 4, and 17; to the massive shift to omni-channel and digital marketing in Chapters 13 and 17; to marketing in the metaverse (Chapters 7 and 17). A Chapter 1 section on The Digital Age: Online, Mobile, and Social Media Marketing introduces the exciting developments in digital and social media marketing. Then a heavily revised Chapter 17 on Digital Marketing digs more deeply into digital marketing strategy and the digital tools by which marketers engage consumers anywhere, anytime via their digital devices.

• Fast-changing marketing trends and topics: This edition adds fresh coverage of both tra-ditional marketing areas and fast-changing topics such as digital, mobile, and social media marketing; customer engagement marketing; the customer journey; big data, artificial intelligence, and new marketing analytics; influencer marketing; the major digital transformation in marketing research; omni-channel marketing and the game-changing shifts in today’s retailing; real-time customer listening and marketing; mar-keting content creation and curation; technology-driven customer service; B-to-B social media and social selling; online and dynamic pricing; and much more.