Marketing with OLC & Premium Content

Marketing, 14/e, by Etzel, Walker and Stanton is completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship.Feature : New Chapter Cases: The chapter cases are treated as bookends, opening and closing the chapters giving students a view into the most current marketing strategy in a real company. Longer and thought provoking cases are found at the end of chapter sections of the book. Half of these are new to this edition and favorites from the current edition are updated to reflect recent changes. Feature : Global Marketing (Chapter 3): Introduced earlier in the text, this placement reinforces the importance of global marketing and underscores how common it has become to develop a strong marketing strategy that includes global elements. The text provides extensive examples and coverage throughout, reinforcing the idea that business and marketing have some global element regardless of the size or nature of the firm. Feature : CRM & Database Management: The 14th edition highlights ĹźhotĹź marketing topics including CRM and Database Management. Customer Relationship Management (CRM) focuses on developing and keeping long-term relationships to develop profitability. Both CRM and Database Management have become important tools in modern marketing.Feature : You Make the Decision Boxes: These boxes present synopses of actual situations faced by marketers and ask students how they would respond. The boxes move the student from a passive observer of marketing to an active participant who makes decision about marketing actions. Feature : Chapter-Related Cases: Each chapter begins with a contemporary case that introduces some of the concepts, strategies, and tactics covered in the chapter. The case is revisited at the end of the chapter and additional information is presented. By addressing the questions presented at the end of each case, students can apply what they learned in the chapter to the challenges and issues faced in actual marketing situations.