Skip to main content

Advanced Marketing, 1st edition ©2026

Grades: 9 - 12

Based on the best-selling title Essentials of Marketing, this program equips students with a comprehensive toolkit for crafting impactful marketing strategies that benefit both business and society. Advanced Marketing covers every essential stage, from strategic planning to real-world application, while exploring today’s most pressing topics in marketing.

Program Details

It's time to master modern marketing

In a rapidly evolving market landscape, effective marketing requires more than creativity—it demands purpose, strategy, and a keen understanding of the broader economic and social impact. Advanced Marketing goes beyond the fundamentals to equip students with the skills they need to meet the market where it's at.

  • A modern approach: Students extend beyond basic principles to purpose-driven marketing, strategic marketing analysis, and how best to gain and use customer insights.
  • Foundational principles: The original version of this program, called Basic Marketing, introduced the four Ps—Product, Place, Promotion, and Price—which is widely used as a marketing principle today.
  • Research-based learning design: With clear learning objectives, excellent questions and problems, and visually vibrant images, charts, and study features, students will thrive in the course.
  • Empowering digital: An adaptive Smartbook, assessments, and simulations power student learning, while bonus resources support career exploration and durable skills. Teacher resources streamline lesson prep and strengthen instruction.
View Textbook Sampler

Get Instant Sample Access


Chapter 1 – Marketing’s Value to Consumers, Firms, and Society

Chapter 2 – Marketing Strategy Planning

Chapter 3 – Evaluating Opportunities in the Changing Market Environment

Chapter 4 – Focusing Marketing Strategy with Segmentation and Positioning

Chapter 5 – Final Consumers and Their Buying Behavior

Chapter 6 – Business and Organizational Customers and Their Buying Behavior

Chapter 7 – Improving Decisions with Marketing Information

Chapter 8 – Elements of Product Planning for Goods and Services

Chapter 9 – Product Management and New-Product Development

Chapter 10 – Place and Development of Channel Systems

Chapter 11 – Distribution, Customer Service, and Logistics

Chapter 12 – Retailers, Wholesalers, and Their Strategy Planning

Chapter 13 – Promotion: Introduction to Integrated Marketing Communications

Chapter 14 – Personal Selling and Customer Service

Chapter 15 – Advertising and Sales Promotion

Chapter 16 – Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Chapter 17 – Pricing Objectives and Policies

Chapter 18 – Price Setting in the Business World

Chapter 19 – Appraisal, Review, and Reflection of Marketing in the 21st Century