Marketing : real people, real choices, 7th ed.

Abstract

What’s new in the 7th edition is what’s new in marketing; more on metrics, a rethinking of advertising and promotions, and even stronger links to the real world of marketing by showing how concepts are linked with marketing planning. Here’s just a sample of what we changed. Greater focus on marketing metrics: • Specific exercises in every chapter and revised pedagogical material that includes focused in-class and homework activities and research that encourage improved critical thinking and decision-making skills. Rethinking how companies are approaching advertising and promotion: • Major revision and recasting of the entire promotion/marketing communication series of chapters (13, 14, 15) around messaging-to-many versus messaging-to-one models. Includes heightened attention to social networking as a marketing communication option of increasing importance. Covers emerging topics such as geospatial platforms, usergenerated content (UCG), augmented reality, owned/earned/paid media, multichannel strategies. Linking marketing planning with concepts: • The addition of Part Openers that add value in two ways: (1) provide you with a brief overview of the key learning to come within the part chapters, and (2) link those learning elements to application in a threaded example marketing plan, with the suggestion “You can do it too”—leading readers to mymarketinglab and the opportunity to develop a semester marketing plan project assignment. Marketing Executive Advisory Panel: • We pride ourselves on our inclusion of cutting-edge, industry-relevant material in each new edition. In the 7th edition we’ve taken the extra step of reaching out to actual executives to be sure we’re covering what you need to learn. Our Marketing Executive Advisory Panel is composed of industry leaders who have a handle on what the practice of marketing will probably look like when you graduate in a few years. We’ve asked these individuals to tell us what they believe students need to know— and to share with us what frustrates them about what current college graduates or new hires don’t know. Our panel’s feedback helped to shape the new content you will see in this edition.