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Cover of Principles of Marketing v5.0
Published: 
September 2022
Page Count: 
486
ISBN (Digital): 
978-1-4533-3921-3

Principles of Marketing

Version 5.0
By

Included Supplements

Key Features

Outstanding treatment of contemporary topics includes:

  • Cutting-edge coverage of digital marketing and social media
  • Key focus on ethics and ethical marketing
  • Over 70 embedded videolinks to promotions, marketing scenarios, ads, social media, and other engaging examples of how marketing is done in the real world
  • Supportive learning features in each chapter:
    • “Learning Objectives” preview each main head section and help focus the reader’s attention
    • Brief profiles of real-world marketers sprinkled throughout provide insights into potential marketing careers, the organizational role of marketing, and how to succeed in marketing
    • “Key Takeaways” at the end of every main head section summarize new information while it is fresh in the reader’s mind to encourage retention
    • “Review Questions” at the end of every main head section prompt deeper understanding and critical reflection
    • Chapter End
      • “Discussion Questions” help students consolidate what they have learned and prepare for tests
      • “Activities” engage students and help them master key concepts
      • Case Studies with discussions questions and suggested answer guidelines included in the instructor’s manual
  • Customizable

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Students

Online Access Price:  $35.95 Color Printed Textbook with Online Access Price:  $60.95
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Principles of Marketing is suitable for courses called Introduction to Marketing, Principles of Marketing, or similar titles taught at the undergraduate level in two- and four-year colleges and universities.


Principles of Marketing is a thorough overview of marketing basics conveyed in a concise, user-friendly narrative. Its practical approach focuses on how marketing is actually done in today's world and highlights the role of marketing as the key source for company transformation in our consumer-oriented economy. As a result, this book features particularly strong coverage of digital marketing and social media compiled by two outstanding marketing scholars who are also accomplished practitioners and expert teachers.

New in This Version

  • New value propositions and corporate profile (Section 2.1)
  • More on digital transformation and supplier issues during the pandemic (Section 2.2)
  • New types of market development strategies prompted by the pandemic (Section 2.3)
  • AIS furniture manufacturing case study (Section 2.7)
  • The impact of the coronavirus pandemic on consumer behavior (Chapter 3)
  • New types of consumer payment methods (Chapter 3)
  • Updated information on companies with top-brand values (Chapter 3)
  • New discussion of VARS (value-added resellers) (Chapter 4)
  • Expanded coverage of B2B content marketing including how to leverage social networks (Chapter 4)
  • Video guide to setting up a virtual tradeshow (Chapter 4)
  • Cabela’s and Bass Pro case study (Chapter 5)
  • Privacy concerns and Meta Platform’s use of facial recognition software (Chapter 5)
  • Digital ethnographies (Chapter 5)
  • Customer experience (CX) (Chapter 6)
  • Smart packaging, active packaging, and intelligent packaging (Chapter 6)
  • “What’s My Line?” case study (Chapter 6)
  • Innovative product concepts that create open work environments (Section 7.2)
  • Accelerated new product development during the pandemic (Section 7.4)
  • Gemelli Biotech case study (Section 7.4)
  • Integrated Marketing Communications (IMC) during the pandemic (Section 11.1)
  • New product introduction by different competitors (chicken sandwiches) (Section 11.1)
  • Budget details that illustrate how digital media dominates advertising expenditures worldwide (Section 11.5)
  • Experiential marketing video (Section 11.8)
  • Gemelli Biotech (Section 11.8)
  • Student credit cards case study (Section 11.1)
  • Updated information about demographic use of social media sites (Chapter 12)
  • Chatbots (Chapter 12)
  • Turner, Inc. case study (Chapter 13)
  • Organic spread and user-generated content (Chapter 14)
  • Quicker Car Rental case study (Chapter 14)
  • Impact of the pandemic on product costs (Section 15.2)
  • Dollar Tree’s new pricing strategy (Section 15.3)
  • Increased cost of dining out case study (Section 15.5)
  • New focus on customer experience (Chapter 16 Introduction)
  • Lisi Learch Jewelry case study (Section 16.6)
  • Over half the case studies and many company profiles are new
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