In the first edition of this title, strong integration of integrated marketing communication and direct marketing was demonstrated. In the second edition modern coverage was continued by integrating cross-functional teams, customer loyalty, and the Internet/technology. The third edition includes an Internet marketing chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. This work offers the latest coverage, quality professor supplements, and an interactive student Web tool.
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New Internet Chapter: This new chapter addresses the important role the Internet plays in an effective marketing strategy. It introduces how the web is used for electronic retailing, promotion, marketing research, building customer relationships, and product development. It will also introduce how the web has impacted prices and customer behavior. Since technology and the Internet are integrated throughout, this final chapter also serves as a summary and a look to the future of the Internet.
A new prologue featuring AOL: This new extensive case introduces the students to an exciting technology company. The authors highlight the marketing strategy and the many components of it. After the case, the students dive into the text and learn more about the specifics of a successful strategy.
Additional coverage of warehousing/data mining and supply chain management: All of these hot topics have had a great impact on marketing. The authors introduce these concepts to the reader and then explain the importance they have to developing and implementing a successful marketing plan.
New Interactive Student Web Page: This web page includes chapter quizzes, Internet exercises, Business Week articles and current events updated monthly, and career profiles. Our new interactive tutorial for students, the eLearning Session, is also included on this content-rich site.
New Video Cases: The video library contains a video case for each chapter. Of those, 7 are new to this edition and feature exciting companies like AOL and BMW
New Component McGraw-Hill's PowerWeb: This exciting new technology component allows students to go online and read the most current articles on marketing topics. The articles are specific to principles of marketing and are accompanied by discussion questions. This is a wonderful way for students to read current examples and see marketing applied in a real-world example straight from today's news. The Northern Lights search engine is also included in the PowerWeb engine.
Integrated Seven Perspectives: The hallmark for this text is the Seven Perspectives; relationship, global, customer value, technology, entrepreneurship, ethics, productivity. After reading this text, the student will clearly see that all of these important concepts are a part of every part of marketing. Unlike competing books that isolate this coverage in boxes or separate chapters, these authors integrate coverage throughout, which reinforces their importance to being an effective marketer
Homepage chapter openers: Each chapter opens with a vignette highlighting how an exciting company applies marketing. That chapter opener includes the company's web page to reinforce that the Internet is a part of a successful marketing strategy.
Internet exercises at the end of each chapter: Each chapter closes with Internet exercises meant to encourage the student to explore the Internet and investigate both successful and weak Internet Marketing strategies.
You make the marketing decision cases: Our customers love this feature. It gives the students an opportunity to be active learners and to apply their knowledge to a business situation. It strengthens decision making skills and prepares students to be marketers.
Thinking Critically: Students are asked to stop from reading the main text to apply their knowledge and think critically about they just learned. This exercise strengthens their understanding of the material and encourages them to be active learners.
Strong Global Coverage: One of the two end of chapter cases is about a global company. The authors chose to heavily integrate global marketing rather than isolating is heavily integrated in the text
Speaking from Experience : This feature is found in every chapter. A marketing professional is featured. That marketing professional expands on how the theories and concepts in that chapter relate to their position. This is a wonderful way for the student to learn about marketing careers while also seeing the value of the content presented in class.
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