The textbook now includes an overall increased number of examples, as well as new discussion questions in every chapter (at least 10 per chapter).
Key terms and repeated concepts have been strategically arranged to make customizing this book with Flat World's Book Editor even easier.
To teach the experience and process of actually doing marketing - not just the vocabulary.
You can listen to a podcast here of Jeff Tanner discussing this textbook.
This textbook employs the term ”offering“ instead of the more traditional first "P" product. Consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience.
Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the triple bottom line of financial, social, and environmental performance.
The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter materials often encompass ethical situations.
Whether it is today's price of gasoline, high profile elections, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today’s marketing professionals must understand the world in which they and their companies operate.
Additionally, the Flat World Knowledge publishing model allows instructors to adapt the textbook to the exact needs of their specific class and student body.
This talented author team wrote their book to help you teach the experience and process of actually doing marketing - not just the vocabulary.