• AUTHORS: James L. Burrow; Aubrey R. Fowler III
  • ISBN-13: 9781133962489 
  • 736 Pages  Hardcover 
  • 4th Edition  |  Previous Editions: 2012, 2009, 2006
  • ©2016     Published
  • Prices are valid only in the respective region


About The Product

MARKETING 4E presents marketing as a set of skills and knowledge combined with economics, finance, and career planning to create strategic plans. Students learn the foundations and functions needed to successfully market goods, services, and ideas to consumers. Professional development, customer service, and social media are presented as keys to students' success. Emphasis on careers includes the incorporation of Career Clusters. While students study business, economics, selling, human relations, communications, logistics, promotion, product planning, and pricing, they also see marketing as a career choice.


  • Prepare for Performance, found in the beginning of each chapter, lists DECA Performance Indicators−core performance indicators and supporting performance indicators−applicable to the chapter content, helping students prepare for competitive events.
  • Visual Focus features an actual advertisement with a brief description, explanation of the chapter connection, and focus questions that help students tie chapter content to the real world.
  • Each lesson begins with an Essential Question that prompts students to think about the material ahead and provides teachers with "bell-ringer" discussion topics.
  • Math in Marketing addresses the Common core Practice Standards for Mathematics.
  • Marketing Communication addresses the Common Core Standards for English/Language Arts.
  • 21st Century Skills is a full-page feature that introduces basic skills such as personal and professional image, communicating with charts and graphs, being an effective listener, evaluating information sources, and designing promotional displays, helping students develop the necessary skills in today's working environment.
  • Planning a Career in . . . provides information about a career tied to one of the 16 career clusters, including a brief description of the career, employment outlook, job titles, skills needed, and a short scenario about what it's like to work in this career. Each ends with a "What About You?" question encouraging students to begin thinking about a career choice.
  • Working in Teams is a short margin feature with activities that focus on marketing and promote teamwork.
  • @mktgfastfacts is a new short margin feature that will include live Twitter feeds about thought-provoking business facts and statistics adding interest to the topic being covered.
  • This text offers the most comprehensive DECA Prep available with a strong correlation of content to DECA's Performance Indicators and projects at the end of each chapter that help with competitive events.
  • Updated text now includes even more real-world examples, making the content relevant and tangible for students.
  • Contemporary marketing topics include marketing technology and the Internet, global marketing, ethics, and entrepreneurship.
  • The content reflects the National Marketing Education Standards, the Career Clusters, and the A*S*K Business Institute, enabling this text to be identified by customers as adhering to district and state administrators' expectations.
  • Chapter content is presented in 2−4 lessons with reviews provided at point of use making learning more manageable for students.
  • Digital Marketing offers specific information about how technology is changing traditional ways of marketing.
  • Global Marketing addresses current and relevant global or multi-cultural marketing issues.
  • Marketing Decisions challenges students to think about ethical and legal issues related to marketing.

About the Contributor

  • James L. Burrow

    James L. Burrow, Ph.D., has a background in marketing and human resource development. He works regularly with the business community and other organizations as a consultant on marketing and performance improvement strategies including the use of the Internet as an education and training resource. He recently retired from the faculty of North Carolina State University, where he served as the coordinator of the graduate Training and Development Program for over fifteen years. Dr. Burrow received degrees from the University of Northern Iowa and the University of Nebraska in marketing and marketing education.

  • Aubrey R. Fowler III

    Aubrey R. Fowler III, PhD, has a background in marketing, advertising, and consumer culture research. He is currently the department head of Marketing & International Business at Valdosta State University's Langdale College of Business Administration. He also works with a number of regional advertising agencies in an effort to improve student education and career advancement. Dr. Fowler holds two degrees in English from Youngstown State University in Ohio, an MBA from the University of Southern Mississippi, and a PhD from the University of Nebraska–Lincoln.

Table of Contents

1. Marketing Today and Tomorrow.
2. Socially Responsible Marketing.
3. Marketing Begins with Economics.
4. The Basics of Marketing.
5. Marketing Information and Research.
6. Marketing Starts with Customers.
7. Competition Is Everywhere.
8. Social Media and E-Commerce.
9. Develop a Marketing Strategy and Marketing Plan.
10. Develop Successful Products.
11. Services Need Marketing.
12. Business-to-Business Marketing.
13. Distribution.
14. Determine the Best Price.
15. Promotion.
16. Advertising.
17. Selling.
18. Marketing in a Global Economy.
19. Manage Risk.
20. Finance Marketing Activities.
21. Entrepreneurship and Marketing.
22. Take Control with Management.
23. Plan a Future in Marketing.

New to this Edition

  • This edition moves teachers and students to the digital solution MindTap.
  • This edition incorporates the course competencies for the upcoming state adoptions as well as those defined by NBEA's National Standards for Business Education, National Marketing Education Core Competencies, TEKS, and Career Cluster Standards for Marketing.
  • A brand new chapter on social media helps students understand the impact of this powerful channel of communication for effective marketing.


Teacher Components

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    Price = 63.00

Student Supplements

  • MindTap® K-12 Instant Access for Burrow/Fowler's Marketing  (ISBN-10: 1305493567 | ISBN-13: 9781305493568)
    MindTap™ Marketing for Burrow/Fowler's Marketingprovides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. With an array of tools and apps -- from flashcards to note taking -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses.
    Price = 63.00