Preface

Dynamic Exciting challenging and Surprising! The 21^st century is an extraordinary time for instructors. Students, and managers to be involved in the field of marketing. Virtual advertising, multichannel retailing. eCRM, cashless vending, everyday fair pricing. Online coupons, data and brand equity are just a few of the many indications that marketing is racing into a new era. At the same time, many traditional elements of the discipline such as segmentation. New product development, and pricing are growing in importance and use. The combination of the contemporary and the traditional elements of marketing create a truly exceptional topic to study and understand. We appreciate the opportunity to share our enthusiasm for the field with you and welcome you to your introduction to marketing.

The seventh Edition of Marketing is the result of a detailed and rigorous development process designed to provide customer values in several ways. First, we continue to use the active learning approach that has been the foundation of our previous editions. Second, we have incorporated many new examples. Tools, and design elements that are consistent with the learning styles of today’s students. Third we have added Deleted and modified topics and content based on our own expertise and he advice of many knowledgeable reviewers. Finally, we have invested in the most effective of the many evolving educational technologies. Overall, the seventh edition of marketing represents our efforts to guarantee the high quality of previous editions and to continue our tradition of growth and improvement.

We are gratified by the growing interest in our approach to the study of marketing. Feedback from students and instructors from around the world continues to reinforce our pedagogical style. The text and its translations and adaptations are now used extensively throughout the United States, and in Canada. Poland Russia, China and many other countries. We hope that you will enjoy the text and your exploration of the knowledge. Skills, and tools of the marketing discipline.

Distinctive features of our approach

The innovative pedagogical approach we developed through our own classroom experiences was introduction in the first edition in 1986. While each new edition has offered new content, cases, and example to reflect changes in the marketing discipline and the marketplace, the distinctive features of our approach have remained as the foundation of the text and the supporting supplements. The features which you may recognize from previous editions and which are prominent in the edition include.

An easy to read high involvement interactive writing style that engages students through active learning techniques, timely and interesting examples, and challenging applications.

A vivid and accurate description of businesses and marketing professionals through cases exercises and testimonials that allows students to personalize marketing and identify possible career interests and role models.