2020_FlipBook_Perreault_Essentials of Marketing_17e

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Learn more or contact your local McGraw-Hill Representative ® 2 Hello and Welcome to this Sneak Peek of Essentials of Marketing 17e! Message from the Authors Thank you for your loyalty to our Principles of Marketing franchise! Dating back to Jerry McCarthy's ground- breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize a marketing strategy planning approach to the introductory marketing course. There are several big changes to this edition of Essentials of Marketing and hundreds of smaller ones. We recognize the many dramatic changes in the market environment and marketing strategy and are careful to reflect those in our teaching and learning package. Each revision of Essentials of Marketing has a few basic themes that we incorporate based on the needs of the market and reviewer feedback. In 17e, we have incoporated these themes (1) NEW marketing for a better world (#M4BW), (2) marketing analytics, (3) active learning, and (4) currency. Here is a quick overview: Marketing for a better world #M4BW. Brand new to this edition—we highlight the best of marketing, where marketing practices meet target customer needs and make the world a better place. When we look around, we see so many businesses and nonprofit organizations finding ways to make a better world through their marketing efforts. We also recognize that many customers want to support businesses that behave this way. We decided to emphasize those efforts; you will see these examples in our "green boxes" and #M4BW across every chapter. Marketing analytics. The last couple of editions of Essentials of Marketing have featured growing coverage of big data and marketing analytics. As always, we let you decide how much you want to emphasize marketing analytics—with boxed exercises, in-class activities, and Connect exercises in each chapter. Currency. We know students want to read about current examples, companies and brands. In addition, with technology and customer behavior evolving so quickly, this revision includes hundreds of changes in order to keep pace. Active learning. Connect and SmartBook ® 2.0 offer your students better opportunities to master and apply the concepts of marketing. In addition, we provide you, the instructor, a wealth of resources to use in the classroom including our unique Flip Your Marketing Class supplement and our proven In-Class activities. We hope you will take a close look at our dynamic Essentials of Marketing 17e package, which also includes assignable, auto-gradable Marketing Analytics exercises for every chapter, both mini and full marketing simulations, assignable case analysis exercises and our new Marketing Video Library. For students, we now offer SmartBook 2.0, our improved adaptive reading experience optimized for mobile, and a brand-new eBook, offering flexibility and better accessibility. We are grateful for your loyalty and consideration and welcome your continued feedback. Joe Cannon Colorado State University Joe.Cannon@ColoState.edu Bill Perreault University of North Carolina at Chapel Hill Very best regards,

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