Marketing : the core

Abstract

The ninth edition continues to demonstrate the authors' commitment to engagement, leadership, and innovation: Engagement: In-Class and Digital In-Class tested active learning activities, such as surveys, out of class assignments, and personal observations are designed to engage students in discussions with the instructor and amongst themselves. A strong emphasis on high engagement with an easy-to-read, high involvement, interactive writing style that engages students through active learning techniques. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership: Leading, current content, and conversational writing style, with new emphasis on data-driven decision-making and coverage of traditional and contemporary marketing concepts, with hyperlinked assignments throughout to easily correlate activities. Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors up to date use of technology to bring real innovation to the text and package.