New Features:

• New Themes: Using Marketing Dashboards/Marketing Metrics, Customer Experience Management, and Marketplace Diversity.
• Visually Enhanced Test Bank: Test bank includes visuals from the text, charts, and graphs that are followed by questions. This allows faculty members to hold students accountable for the content in key graphical illustrations from the text.
• Using Marketing Dashboards Box: Marketing Dashboards and Marketing Metrics are the hottest topics marketing right now. This new box in the 9th edition, Using Marketing Dashboards, emphasizes the importance of marketing dashboards and marketing metrics.
• 13 New & Updated Chapter Opening Vignettes: Over half of the chapters have new or updated chapter openers, which include companies such as Apple, Anheuser Busch and Zappos. The opening vignettes introduce students to chapter concepts ahead using an exciting company as an example. These vignettes get students engaged in the material right away and shows them real-world examples.
• 7 New Video Cases: These video cases feature companies such as BP and Best Buy. These are available on DVD or as downloadable iPod content.
• Chapter 2 emphasizes the importance of the marketing role in a business. The new title for head of marketing is introduced - Chief Marketing Officer (CMO).
• American Marketing Association Statement of Ethics: Chapter 4 features the new AMA Statement of Ethics - a guideline of ethical norms and values the AMA believes marketers should follow.
• Marketplace Diversity: Careful attention is given to ethnic diversity in the marketplace and understanding the consumer in global markets. Several new cases and examples feature minority men and women, as well as companies (Starbury Shoes) whose mission is to develop products and services for diverse market segments.
• Customer-driven supply chain and logistics management is emphasized in Chapter 16.
• Mobile Marketing: Chapter 18 discusses mobile marketing and its importance to Gen Y.
• Marketing Research: There is more information on marketing research in the 9th edition. Chapter 8 discusses the connection between TV ratings and a TV show's success. There is also information about primary and secondary data sources (Nielson, Census data).
• AACSB Learning Objectives: Chapter learning objectives that are tied to AACSB guidelines are now noted in the margins.
• Bloom’s Taxonomy: The test bank chapters link Bloom’s Taxonomy to sections and learning objectives from the book.
• iPod Content: The 9th edition is the first to include the multimedia addition of student iPod content. With pre- and post-tests, narrated PowerPoint slides and case videos students can be sure to study on the go with their mp3 player. This iPod content can also be downloaded and used on a computer.

Retained Features:

• Building Your Marketing Plan: These end-of-chapter exercises ask students to practice marketing in a very practical and hands-on experience.
• Video Segments: The end of each chapter contains a video case that is discussed in the text and supplemented by video footage of each real-world company. The Instructor’s Manual contains tips and resources for including these videos in class.
• Instructor’s Resource Manual: This consists of supplemental lecture notes that contain a detailed outline and can be edited as needed. Many contain supplemental PowerPoint slides and some even include supplemental TV or print ads, b-roll, or video case out-takes to enhance lectures. The Instructor’s Manual contains detailed suggestions on how to teach large classes and gives instructors guidelines, simple worksheets and evaluation forms to assist in teaching written marketing plans.
• Two versions of PowerPoint presentations: A media rich version of the PowerPoint slides can be found on the IRCD and a more basic PowerPoint version is available on the OLC for in-class download that is stripped of media features.
• Instructor's Survival Kit: This box contains samples and products for easy classroom use. The In-Class Activity Guide and PowerPoint presentation to accompany this resource are now incorporated in the all-encompassing Instructor’s Resource Manual. The activities help demonstrate the marketing concepts and encourage student participation and collaboration. We pioneered this unique supplement in the 5th edition of Marketing.
• An easy-to-read, high-involvement, interactive writing style that engages students through active learning techniques, timely and interesting examples, and challenging applications. This takes shape as having students "do marketing", not just know how it's done. The "doing marketing" carries throughout the short in-class activities (both with and without ISK props). Students are “doing marketing in cases” and “doing marketing” in writing their marketing plans. This is important in receiving AACSB accreditation.
• A vivid and accurate description of businesses and marketing professionals through cases, exercises, and testimonials that allow students to "personalize" marketing and identify possible career interests and role models.
• The use of extended examples, involving people making marketing decisions that students can easily relate to text concepts and that emphasize a decision-making orientation.
• Comprehensive and integrated coverage of traditional and contemporary scholarly concepts illustrated through relevant practitioner-related literature.
• Appealing, pedagogically sound visuals offer meaningful, impactful, and accessible enhancements to the textual narrative, providing a better understanding of the material.
• A rigorous pedagogical framework based on the use of learning objectives, learning review, key terms, chapter summaries organized by chapter objectives, and supportive student supplements such as the Study Guide.
• 22 video segments reinforce the end-of-chapter video cases and chapter concepts. The 9th edition provides many new and updated video segments to keep your course current and your students engaged. Case Teaching Notes provide instructor support.
• Learning Review : This feature, which appears several times throughout each chapter, requires students to reflect on the text and test their comprehension of the material before continuing.
• Marketing Matters, Making Responsible Decisions, Using Marketing Dashboards, and Going Online highlight a variety of practical examples throughout the chapters. The Marketing Matters boxes are organized around these themes of customer value and entrepreneurship. Making Responsible Decision boxes focus on social responsibility, sustainability, and ethics. These boxes provide exciting, current examples of how companies approach these subjects in their marketing strategy.
• Appendix A Building an Effective Marketing Plan: This appendix offers students a look into a real company's marketing plan. This appendix also gives guidelines on writing marketing plans.