Foundations of Marketing

AUTHORS ARE AWARD-WINNING INSTRUCTORS ACTIVELY GUIDING ALL TEACHING COMPONENTS. These highly recognized text authors apply their first-hand experience in principles of marketing courses to not only the book, but also all resources within the comprehensive teaching package. The result is a well-integrated platform that provides the most coordinated teaching package available.

BALANCED, CURRENT COVERAGE PRESENTS BOTH TRADITIONAL AND EMERGING TOPICS IN MARKETING. As an instructor, you find the content you need to provide a strong foundation in marketing and address the latest areas of marketing innovation. Your students find intriguing details within the content for an engaging and rewarding learning experience.

IMPORTANT MARKETING-RELATED BUSINESS TOPICS ARE ADDRESSED. This edition includes discussion of important business topics, such as the supply chain management that is a critical part of Internet retailing for companies like Amazon and Walmart.

THOROUGH COVERAGE ADDRESSES TODAY'S MOST RECENT DEVELOPMENTS AND TECHNOLOGY IMPACTING MARKETING TODAY. This edition devotes more coverage to emerging topics than other books of its kind. Students delve into the details behind topics such as social media, digital marketing, ethics, globalization and marketing technology interface.

NEW CHAPTER ON MARKETING RESEARCH AND ANALYTICS ADDRESSES KEY TOOLS IN MARKETING TODAY. Revised content within a new Chapter 4 delves into one of the hottest topics in marketing today – the use and applications of analytics to focus marketing efforts and dollars. Students learn how to use these tools measure, analyze and manage marketing performance as well as maximize return on investment (ROI).

NEW, UNIQUE CONTENT DETAILS THE USE OF ARTIFICIAL INTELLIGENCE IN MARKETING TODAY. This edition addresses this emerging area of marketing that most other books do not include. Students examine how artificial intelligence (AI) is revolutionizing the way marketing is implemented. This edition integrates AI content and its applications across many chapters as students examine the marketing potential behind this rapidly advancing technology.

NEW LEARNING FEATURES, CASES AND VIDEOS HIGHLIGHT TODAY'S MARKETING IN ACTION. New and revised feature boxes, contemporary cases and timely videos address today's emerging and important topics in real marketing and actual businesses today. The marketing issues and challenges discussed keep this edition up to date and on the leading edge of developments.

UPDATED AND REVISED CONTENT THROUGHOUT APPEALS TO TODAY'S LEARNERS. Based on feedback from current students and educators, the authors continue to edit and refine content to engage students and create a relevant and enjoyable learning environment. Your students are actively learning from a book that features the latest advancements in marketing.

REVISED TEACHING PACKAGE INTEGRATES WITH MINDTAP ONLINE RESOURCES. This is the only marketing book of its kind that offers a support package where all components are exclusively created by the text authors to ensure a cohesive approach. This edition provides the best comprehensive teaching resources for high-quality instructional support, including today's leading digital platform, MindTap, for customizable online learning and teaching tools.