Features

New and Revised Features:

• 20 NEW vignettes with more attention to high technology products AND services and to small business success stories. Continued use of vignettes from across the country.
• NEW Margin Elements - Margin Glossary and Key Term Definitions.
• MORE examples featuring award-winning companies (Export Development Association; Best 50, etc) and campaigns (e.g., Cassies) so students can gain a better appreciation of 'best practices'.
• MORE everyday examples: concepts are explained using everyday occurrences that the students face as consumers. Past texts, this one and others, use examples but these do not always convey the essence of the concept in common sense language.
• NEW End of chapter summaries with reference to pages where the concept is discussed. Benefit: Students will find the book much easier to use; professors will find it easier to assign portions of chapters as background readings, especially in those instances where the book's sequencing does not perfectly match the professor's syllabus.
• NEW AND IMPROVED End of chapter Problems that are less academic and more applied in nature. They are not mini-cases but simple problems that place the students in common managerial situations.
• NEW cases including one on e-commerce by Shelly MacDougall of Acadia University. The case is an intro level case that works for marketing, e-commerce, MIS, direct and database marketing and probably Into to Business. It is attracting attention because it is one of so few e-commerce cases and it is written for a business course rather than a computer science course.
• NEW DESIGN - Cleaner format and layout, a more professional look with titles/subtitles easier to discriminate.

Retained Features:

Beginning of Chapter:

• Chapter Objectives
• Opening Vignette

Throughout Chapter:

• Box: Marketing Demo
• Box: Ethical Dimensions
• Box: Internet Insite
• Internet Illustration (not in all chapters)
• Tables (called 'Exhibits')
• Figures (called 'Exhibits')
• Photos

End of Chapter:

• Chapter Summary (NEW; tied to chapter objectives)
• Questions and Problems
• Suggested Cases (list only; refers to end-of text cases)