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Principles of Marketing
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- Description
- Table of Contents
- Supplements
Publication Date: Feb 2010
License: Creative Commons
ISBN 13: 978-0-9823618-2-5
ISBN 13 Color: 978-1-936126-29-3
Listen to this podcast here of Jeff Tanner discussing his new textbook.
Principles of Marketing by Tanner, Raymond and Schuster teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment:
Service dominant logic – This textbook employs the term “offering” instead of the more traditional First "P" – product. That is because consumers don’t sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both.
Sustainability – Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the “triple bottom line” of financial, social, and environment performance.
Ethics and social responsibility – Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations.
Global coverage – Tanner, Raymond and Schuster deliberately entitled Chapter 1 “What is Marketing?” Whether it is today’s price of gasoline, the current U.S. presidential race, or Midwestern U.S. farming, almost every industry and company needs strong global awareness. And today’s marketing professionals must understand the world in which they and their companies operate.
Metrics – Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer “well, what this marketing strategy really worth it?” And “what is the marketing ROI?” And finally, “what is this customer or set of customers worth to us over their lifetime?”
- Book Options and Supplements
- About the Authors
- Acknowledgments
- Preface
Jeff Tanner
John K. (Jeff) Tanner is Professor of Marketing and Associate Dean, Faculty Development and Research at the Hankamer School of Business, Baylor University. He is an internationally recognized expert in sales and sales management. He is author or co-author of twelve books, including two best selling textbooks with McGraw Hill - Selling: Building Partnerships and Business Marketing: Connecting Strategy, Relationships and Learning. His books have been translated into several languages and distributed in over 30 countries.
Tanner spent eight years in marketing and sales with Rockwell International and Xerox Corporation. In 1988, he earned his Ph.D. from the University of Georgia and joined the faculty at Baylor University where he currently serves as the Research Director of the Center for Professional Selling.
In addition to writing and research, Dr. Tanner maintains an active consulting and training practice. Recent clients include IBM, Hillcrest Medical System and others. He is the managing partner of Team Fulcrum, which conducts sales training and marketing research and is a founding principal and Research Director of BPT Partners, the premier training and education company focused on advancing the skills and competency of professionals in the CRM industry.
Mary Anne Raymond
Mary Anne Raymond joined the Marketing Faculty at Clemson in the fall of 1999. Previously, she served on the faculty at the American University in Washington, D. C., and was a Fulbright Professor of Marketing at Seoul National University in Seoul, Korea.
Dr. Raymond received her Ph.D. from the University of Georgia. She has extensive industry experience with strategic and marketing planning, research, and financial analysis for multinational companies. Her teaching interests include marketing strategy and management, service marketing, and international marketing. Current research interests include the development and implementation of strategies for customer acquisition and retention, strategies to achieve and maintain a competitive advantage, strategies for international marketing, and the management of customer equity.
Dr. Raymond’s work has appeared in the Journal of Advertising Research, Journal of Personal Selling and Sales Management, Journal of International Marketing, Journal of Public Policy and Marketing, Business Horizons, International Marketing Review, Journal of Product & Brand Management, Journal of Consumer Affairs, Journal of Business & Industrial Marketing, Journal of Education for Business, Journal of Professional Services Marketing, Journal of Marketing Theory and Practice, Journal of Global Marketing, Advances in International Marketing, Health Marketing Quarterly, and Journal of Customer Service in Marketing and Management as well as other journals and numerous national and regional conference proceedings.
Dr. Raymond received the 2004 Professor of the Year Award from Clemson University Panhellenic Association, the 2003 Eli Lilly Faculty Excellence Award for Outstanding Research, the 2001 Eli Lilly Faculty Excellence Award for Outstanding Teaching and the 2002-2003 and 2000-2001 Undergraduate Teaching Excellence Award from the College of Business and Behavioral Science at Clemson. She has also received the Eli Lilly Partnership Award in 2000 and 2001, as well as recognition in 2002 for Leadership in Student Development from the Dow Chemical Company.
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Instructor Manual
The Instructor Manual will help guide you through the main concepts of each chapter such as learning objectives, key terms and takeaways. Many also include explanations and answers to chapter exercises.
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PowerPoint Lecture Notes
A PowerPoint presentation highlighting key learning objectives and the main concepts for each chapter are available for you to use in your classroom. You can either cut and paste sections or use the presentation as a whole.
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Test Item File
Need assistance in supplementing your quizzes and tests? Our test item files (in Word format) contain many true/false, multiple choice, fill in the blanks, and short essay questions.
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Testbank for Import to Learning Management System
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* Please note that only certain versions of each LMS are supported. Click on Supplements for detailed information.
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