Softcover

ISBN 10: 0130648531 ISBN 13: 9780130648532

Publisher: Prentice Hall, 2002

For courses in Principles of Marketing. This best seller takes a practical, managerial approach to marketing. It provides a rich array of practical examples and applications to show the major decisions that marketing managers face in their day to day jobs. Readers are shown not only to anticipate changes, but also what effects changes will bring. In short, this book is your portal to the new world of marketing.

From the Back Cover:

DON'T JUST READ. LEARN!

What is an activebook?

An activebook is an interactive, online, digital book that completely integrates multimedia resources with the textbook to greatly enhance the student learning experience.

THE ACTIVEBOOK EXPERIENCE:

Uses the Web for what it's good at!

An activebook takes full advantage of the online environment. Gearing Up quizzes highlight the chapter's central concepts. Active Examples and Active Exercises help students explore the chapter's most important points through video, audio, and text. Concept Checks allow students to test their understanding of the material at the end of major sections, with links back to appropriate coverage. Chapter Wrap-Ups include a practice quiz, which gives students a chance to test their knowledge. Dynamic content is updated as often as needed.

Lets students learn the way they learn best!

An activebook engages students of all learning styles through online print, audio, and video resources. The activebook experience is customizable by faculty and students. Students can annotate their activebook and customize their view of the book's dynamic resources.

Gives you more for less!

Despite the increased amount of multimedia and interactive content, activebooks cost less than traditional textbooks. Even though the core text is retained in print, the print component of an activebook is shorter than a traditional text. All boxed material, chapter summaries, exercises, and other content that can be made dynamic reside in the-online component of the activebook.

www.prenhall.com/myactivebook

Excerpt. © Reprinted by permission. All rights reserved.:

What Is an Activebook

The activebook is a new kind of textbook that combines the best elements of print and electronic media. In addition to this print version, you'll have access to an online version of your book that is enhanced by a variety of multimedia elements. These include active exercises, interactive quizzes, and poll questions. These elements give you a chance to explore the text's issues in more depth.

How to Redeem Your Access Code

Redeeming your access code is fast and easy. To complete this one-time registration process, go to www.prenhall.com/myactivebook. Follow the new user link to register and redeem your access code. Enter the access code bound inside your book, and complete the simple registration form. When you are done, click submit. It will take a few minutes to redeem your access code, and then you will be taken to your activebook homepage.

The Activebook Homepage

In this section you'll become acquainted with the features of an activebook. Once you're familiar with the features and their functions, you'll be on your way to getting the most from your activebook.

1. The Toolbar
   Let's begin with the commands in the tool bar near the top of the activebook homepage. This bar features eight commands: add book, view favorites, add notes, view notes, profile, password, help, and log out.
2. The Smart Calendar and Other Resources
• The Smart Calendar – Instantly view all the activities for the month for your activebook by clicking on a date.
• Research Links – Provides a selection of annotated links to additional resources and search sites.
• Student Success – Links to Prentice Hall's Student Success Web site. You will find numerous features designed to help you through your educational journey (for example, career paths, money matters, and employment opportunities).
• Contact Us – Contact Prentice Hall either via telephone or e-mail to share your ideas about your activebook or to ask questions.
• FAQ – Find answers to commonly asked questions about your activebook.
3. Additional Resources
   After redeeming your access code, you can make use of the following resources.
• What's New – Shows the resources that have been recently added to your activebook.
• Chapter Pop Up Menu – Selects a chapter in your activebook.
• Syllabus – Find out all you need to know about your class and assignments.
• Discussion – Express your opinions and view those of your classmates.
• View All Messages – See the messages posted by your professor.
• E-mail Professor – Send e-mail to your professor.
• Book Homepage &3150; Allows you to view the entire table of contents.

Finding Your Professor

If your professor has posted course material, you can create a link to him or her on your activebook homepage. Once connected to your professor, you can access the syllabus, view messages from him or her, and e-mail him or her.

To Find Your Professor
• Click on find your professor.
• Search for your professor's name (using his or her last name or your school's name), Then select it.
• Click submit and you will return to your activebook homepage.

Viewing Your Professor's Syllabus

If your professor is using the syllabus feature, click the syllabus link to check assignments and course announcements.

Exploring Your Activebook

When you're ready to begin, select a chapter. You will find active elements throughout the chapter. They are the key components that make an activebook active. In every chapter you will find: the what's ahead section, objectives, active concept checks, key terms, and a chapter wrap-up. Each chapter may also include a gearing-up quiz, video examples or exercises, audio examples or exercises, active polls, and active figures, maps, and graphs.

Let's take a look at these elements.

• Every chapter begins with what's ahead. This section tells you what material the chapter will cover.
• The Book Home a to the table of contents for the entire book, where the full chapter titles are provided.
• In the objectives pop-up window you will find the key learning points for the chapter.
• Another element that can appear in the what's ahead section is the gearing up quiz. This quiz is designed to get you thinking about important topics in the chapter.
• Click the next button at the end of every section to go on to the next page.
• Clicking the How did I do? button corrects your quiz and provides you with feedback.

After gearing up, you're ready to start reading the chapter. Activebook chapters are divided into major sections.

As you read each section, you will encounter the active elements. Let's become acquainted with some of these active elements.

• Click on a key term to read its definition.
• Professor's comments is where you can find your professor's thoughts on a particular topic.
• Listen to quotes from key figures by clicking on the audio example.
• An active poll asks you to respond to an interesting question or to voice your opinion on an important issue.
• After you vote in the poll, you are shown the results. These results reflect the votes of all the students who are using this activebook.
• In a video exercise, you watch a video and then respond to questions.
• Feedback is provided by clicking the How did I do? button.
• In addition to video exercises you might also find an active exercise or an active example.
• An active exercise allows you to explore a particular topic.
• Active concept checks occur at the end of every major section in your activebook.
• Use the active concept check to gauge your understanding of the important topics in a section.
• Feedback is provided by clicking on the How did I do? button.
• Click review the concept to jump to where the material was discussed in the chapter.
• All of your end-of-chapter resources and a practice quiz can be found in the chapter wrap-up section.
• The chapter wrap-up contains a practice quiz, which tests your knowledge of the information presented in the chapter. Again, you are provided with feedback.
• Some resources you might find in the chapter wrap-up section are review questions and recommended readings.