Advanced Marketing

Grades: 9 - 12

1st Edition | ©2026 | Cannon, Perreault Jr., and McCarthy

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.

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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 a comprehensive toolkit for crafting impactful marketing strategies that benefit both business and society.

Foundational principles – The original version of this program, called Basic Marketing, introduced the four P’s—Product, Place, Promotion, and Price—which is widely used as a marketing principle today.
A modern approach – Students extend beyond basic principles to purpose-driven marketing, strategic analysis, and how best to gain and use customer insights.
Research-based learning design – With clear learning objectives; visually vibrant images, charts, and study features; and excellent questions and problems, students will thrive in this course.
Dynamic learning resources – Available through your learning management system or an easy-to-use portal, students engage with an interactive eBook, videos, rich assessment, soft skills activities, and a Career Center to help make them future-ready.

Powerful Resource Features Include:

Videos that engage students and reinforce concepts
Rich assessment with auto-grading that ensures students understand concepts
Extensive soft skills activities and an exploratory Career Center which empowers future-ready students (see pages 5–6)
An interactive eBook that provides study tools, assessments, and a read-aloud feature, and a mobile app that enables students to study on the go

Access is made easy through your learning management system or single sign-on. Online teacher materials in the platform support instruction. See page 4 for more details on digital resources.

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

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