1.Guide Student’s Learning
The Marketing Journey presents five major Customer Value and Engagement themes. The innovative customer value framework is introduced at the start of Chapter 1 in a five-step marketing process model, which details how marketing creates customer value and captures value in return. The framework is carefully explained in the first chapter and then integrated throughout the remainder of the text.
Guide students through the material with Marketing Journey Travel Aids.
2.Encourage Students to Apply Concepts
Real experiences demonstrate Marketing at Work. The text takes a practical marketing-management approach, providing countless in-depth, real-life examples and stories that engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.