New Features :

• New Co-Author. Introducing Joe Cannon! Joe Cannon is an Associate Professor of Marketing at Colorado State University . Prior to joining CSU, Joe taught at the Goizueta Business School at Emory University for five years. He received his Ph.D. in Marketing from University of North Carolina , where he was a student of Bill Perreault. Joe also brings vast marketing and sales industry experience as well, such as time spent in sales and marketing for Eastman Kodak.
• Marketing Strategy Process Planning Model. We have enhanced the clarity of content organization through this model which shows how each chapter's material fits into the “big picture.” This builds on a long-time strength of Basic Marketing , helping students integrate key marketing concepts.
• Expanded Emphasis on Customer Equity and Customer Service . These concepts are introduced early in the book and integrated throughout to emphasize their central role in modern marketing.
• Interesting and Integrated Coverage of Marketing Practice . This edition includes hundreds of updated concepts, examples, and best practices – across a broad variety of business and nonprofit organizations. The examples are chosen to be interesting to students and to demonstrate effective marketing.
• Ethics Questions . Each chapter now includes provocative scenario-based exercises which place students in real world situations faced by today's marketing managers. The questions force students to take a stand and think more deeply about the dilemmas facing marketing managers. The flexible format allows instructors to create written assignments, discuss the questions in class or simply encourage student reflection. The Instructor's Manual provides teaching suggestions.
• Marketing Plan Coach Software . (Now located on the Student CD ) Along with end-of-chapter Creating Marketing Plans questions provide a new set of flexible teaching and learning materials that demonstrate how concepts from the book are applied by marketing managers. The author developed Coach connects concepts from the book with a real marketing plan. The Coach helps students understand how to plan marketing strategies, builds their self-confidence, and helps prepare them for the business world.

Retained Features:

• The Four Ps. Clear interesting and authoritative coverage of all the basics of marketing, organized using the four Ps framework and a managerial strategy planning focus.
• Integration of Special Topics . Careful incorporation of special topics such as e-commerce, marketing relationships, ethics and social responsibility, marketing over the Internet, and the marketing of services. These concepts cut across the marketing fabric and must be understood in this broader context for effective marketing strategy planning.
• Comprehensive Supplements. A flexible set of teaching and learning materials that help instructors meet their objectives and students efficiently learn marketing concepts.
• Author Commitment. Maintains an author team dedicated to continuous quality improvement that meets student and instructor needs.
• Beneficial Web Resources . Internet exercises that are more than an excuse to go to the web – they demonstrate key concepts from each chapter.