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Edition: 14th 2008
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Engaging and motivating students with diverse backgrounds and varied interests in marketing requires stimulating and effective teaching materialsand Pride/Ferrell continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples,Marketing's text and its outstanding suite of supplements supplies students with the knowledge and decision-making skills needed to succeed in today's competitive business environment. Using topical issues including globalization, customer relationship management, supply chain management, and the latest e-commerce models, the authors connect marketing to students' personal lives. The latest edition features current data and examples, new advertisements and photos, and a new design that lends a contemporary look and feel to the text. A range of electronic toolsfrom premium online study content to the GoVenture entrepreneur simulationsupport students as they work toward mastery of marketing principles and applications. New!TheYour Guide to an "A"online study guide replaces the traditional print study guide. Via passkey access, students who purchase new textbooks can choose from a range of premium study aidsincluding flashcards, audio chapter review files, Internet exercises, and ACE Plus practice testsat the Online Study Center; passkeys are also available for purchase separately. New!Expanded content module offerings are available via Houghton Mifflin Custom Publishing. These modules enhance the concepts covered in the text and feature topics of interest to students, such as the marketing of Hip Hop and sports/events marketing. New!Chapter-opening vignettes highlight companies and organizations that capture the interest of both professors and students. Examples include Red Bull Energy Drink, Apple's iPod, and rock band The Arctic Monkeys. New!Chapter 7, "Global Marketing," features in-depth coverage and insight from Tomas Hult, director of the globalEDGE Marketing Group at Michigan State University. In addition, two chapter-endingglobalEDGE Exercisespose interesting questions about marketing beyond our borders, and direct readers to the Web for further exploration. New!Two boxed features per chapter offer a glimpse into some of the unique challenges faced by marketers today. These new boxes read and look like magazine articles, and tie chapter topics to real-world scenarios. Topical examples include Yoga Mamas: Today's Choosy Mothers; IAMS Aims at Pet Lovers; Boomers: Not Babies Anymore; and Stay Tuned: Nick has the Right Mix. New!Marketing Entrepreneurfeatures highlight "alternative" entrepreneurschildren, college students, and artists, among othersdemonstrating that anyone can be a marketing pioneer. Each chapter includes one feature, such as 16-year-old Pankaj Arora's web-based technology businesses, and sisters Melissa and Mallory Gollick, who at the age of nine founded not one but two entrepreneurial enterprises that today, 10 years later, are flourishing. Two chapter-ending cases help students understand and apply marketing concepts. The fully integrated Video Cases feature companies such as Life is Good and Travelocity, making the learning experience more engaging for students. An organizational model at the beginning of each part provides a visual "roadmap" of the text, enabling students to see the connections between chapters.