Engagement, Innovation, Leadership! Rigorous, business-oriented title with emphases on financial aspects, marketing metrics, and decision-making
Briefer version with balanced coverage of traditional and contemporary theory
Emphasis on marketing metrics & decision making
Managerial orientation & strategic planning approach. Centered around author-pioneered Four Ps framework.
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Smartbook - Adaptively aids students to study more efficiently by highlighting where in the chapter to focus, asking review questions and pointing them to resources until they understand.
iSeeit! Videos - Short, contemporary videos provide engaging, animated introductions to key course concepts. Perfect for launching lectures and assigning as pre- or post-lecture.
Video Cases and Case Analyses - Mini-cases and compelling videos featuring scenarios faced by real-world firms. These digital assets are auto-graded and assignable with comprehension questions that help students analyze and apply marketing theory as well as other core concepts.
Marketing Analytics Exercises - These auto-graded, data analytics activities challenge students to make decisions using metrics commonly seen across Marketing professions. The goal of this assignable activity is to give students practice analyzing and using marketing data to make decisions.
Marketing Mini Sims - When assigned, these immersive learning simulations help students apply and understand the interconnections of elements in the marketing mix by having them take on the role of Marketing Manager for a backpack manufacturing company.
Marketing Plan Prep - These assignable exercises use guided activities and examples to help students understand and differentiate the various elements of a marketing plan.