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Engaging and motivating students with diverse backgrounds and different interest levels in marketing requires stimulating and effective teaching materials-and Pride/Ferrel continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, Marketing's text and its outstanding suite of supplements supplies students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment.

Topical issues including customer relationship management, supply chain management, the latest e-commerce models and the current re-evaluation of dot-coms are just a few examples the authors use to connect marketing to students' personal lives. The latest edition also features a new design and additional photos, providing a fresh contemporary look and feel to the text.

• New! The chapter on implementing and controlling marketing strategies has been moved to the front of the text and merged with the section on marketing strategy (previously found in Chapter 2). This is designed to help students recognize that strategic planning is a comprehensive process that requires implementation and control in order to be successful.
• New! Discussion of marketing on the Internet has been updated and combined with the section on customer relationship management, allowing for greater integration of technology throughout the remainder of the text.
• New! All-new advertisements from well-known firms are employed to illustrate chapter topics and new and expanded experiences of real-world companies are used to exemplify marketing concepts and strategies.
• New! All the opening vignettes are new to this edition and feature companies and products including Porsche Cayenne, McDonalds, Google, and Skechers. These mini-cases expose students to contemporary marketing realities and help prepare them to understand and apply the concepts they will explore in the text.
• Updated boxed features highlight important themes for consideration. Topics include "Building Customer Relationships," "Ethics and Social Responsibility," "Tech*Know," and "Global Marketing." Updated "Snapshot" features engage students by highlighting interesting, up-to-date statistics that link marketing theory to the real world.
• Two in-depth cases at the end of each chapter help students understand the application of chapter concepts. One of the end-of-chapter cases is related to a video segment-examples of companies highlighted in the cases are BMW, Vail Resort, New Balance, and Finagle-a-Bagel.
• Eight end-of-part strategic cases require students to apply the concepts covered in the previous chapters to answer the questions related to each case.

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