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Cover of Principles of Marketing v2.0
May 2012
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Principles of Marketing

Version 2.0
By Jeff Tanner and Mary Anne Raymond

Included Supplements

Key Features

This talented author team wrote their book to help you teach the experience and process of actually doing marketing - not just the vocabulary.


Online Access Price:  $29.95 Color Printed Textbook with Online Access Price:  $49.95 Access Pass Required: Bronze
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Principles of Marketing, v. 2.0


Jeff Tanner and Mary Ann Raymond



Version 2.0. now has updated coverage of developments in social media’s influence to empower consumers and its role in marketing. This includes sentiment analysis, mobile marketing, and customer service and complaint tracking as a communications and promotion channel.


The textbook now includes an overall increased number of examples, as well as new discussion questions in every chapter (at least 10 per chapter).


Key terms and repeated concepts have been strategically arranged to make customizing this book with Flat World's Book Editor even easier.

In writing Principles of Marketing, v. 2.0, Dr. Jeff Tanner and Mary Ann Raymond had simple aims:

      • To teach the experience and process of actually doing marketing - not just the vocabulary.

You can listen to a podcast here of Jeff Tanner discussing this textbook.

This textbook is suitable for these courses: Introduction to Marketing, Principles of Marketing, Marketing 101

This textbook is suitable for 2 and 4 year institutions.



This textbook employs the term ”offering“ instead of the more traditional first "P" product. Consumers don't sacrifice value when alternating between a product and a service. They are evaluating the entire experience.


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 environmental performance.


The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter materials often encompass ethical situations.


Whether it is today's price of gasoline, high profile elections, 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

With the potential to capture so much more detail about transactions, marketers should now be able to answer “Is this marketing strategy really worth it?”, “What is the marketing ROI?” and “What is this customer worth to us over their lifetime?”


Additionally, the Flat World Knowledge publishing model allows instructors to adapt the textbook to the exact needs of their specific class and student body.

See how easy it is to customize a textbook in this 4 minute demo: Flat World Editing Platform Video Demo

Instructor’s Manual

Instructor’s Manual

The Instructor’s Manual guides you through the main concepts of each chapter and important elements such as learning objectives, key terms, and key takeaways. Can include answers to chapter exercises, group activity suggestions, and discussion questions.

Instructor’s Manual

PowerPoint Lecture Notes

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.

PowerPoint Lecture Notes

Test Generator

Test Generator

Prefer printable tests? Download our test generator and start creating printable tests today! We offer a test generator for both PC and Mac users.

Test Bank Files for Import to Learning Management Systems

Test Bank Files for Import to Learning Management Systems

For your convenience, we've packaged our test items for easy import into Learning Management Systems like Blackboard, Brightspace/D2L, Canvas, Moodle, or Respondus.

Test Item File

Test Item File

Need assistance in supplementing your quizzes and tests? Our test-item files (in Word format) contain many multiple-choice, fill-in-the-blank, and short-answer questions.

At FlatWorld, we take pride in providing a range of high-quality supplements alongside our titles, to help instructors teach effectively. Supplements are available for instructors who have registered their adoption with us. If you need to review or preview something specific, please contact us.

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Jeff Tanner Old Dominion University

John F. (Jeff) Tanner Jr., is Dean of the Strome College of Business, Old Dominion University. He is an internationally recognized expert in sales and sales management. He is the author or coauthor of fifteen books, including best-selling textbooks such as Selling: Building Partnerships and several books for practitioners, most recently Analytics & Dynamic Customer Strategy: Big Profits from Big Data. His books have been translated into several languages and distributed in over thirty countries.

Dr. Tanner spent eight years in marketing and sales with Rockwell International and Xerox Corporation. In 1988, he earned his PhD from the University of Georgia and joined the faculty at Baylor University, where he is now Professor Emeritus. Dr. Tanner has taught executives and business students around the world, including in Colombia, India, Mexico, Canada, France, Ireland, Australia, Malawi, and Trinidad.

In addition to writing and research, Dr. Tanner maintains an active consulting and training practice. Recent clients include Teradata, Cabela's IBM, Gallery Furniture, EMC, and others. He is the managing partner of The Tanner Group, a marketing and customer strategy consultancy, and he is a founder and a partner in JK Tanner Inc., an investment firm.

Mary Anne Raymond Clemson University

Mary Anne Raymond is Professor of Marketing and Director of Corporate Relations for the College of Business at Clemson University. Prior to joining the faculty at Clemson, she served on the faculty at American University in Washington, DC, as Interim Director of the Graduate Marketing Program at Johns Hopkins University, and as an invited Fulbright Professor of Marketing at Seoul National University in Seoul, Korea. In addition to teaching marketing in Korea for two years, Dr. Raymond taught in France and helped developed marketing programs in Spain, England, and Denmark.

Dr. Raymond received her PhD from the University of Georgia. She has extensive industry experience doing strategic planning and acquisition analysis, marketing research, and investment analysis for Holiday Inns, Inc.; Freeport Sulphur; and Howard, Weil, Labouisse, Friedrichs. Dr. Raymond also does consulting, seminars, and marketing training for multinational companies, which have included organizations such as Merit Communications in Seoul, Korea; the Conference Center and Inn at Clemson University; and Sangyong Group.

Her research focuses on strategy in domestic and international markets, public policy issues, and social marketing. Recently, she served as one of the Principal Investigators for a grant with the Department of Defense focused on “Facilitating Necessary Mental Health Treatment for Soldiers.” Dr. Raymond has published over one hundred papers appearing in journals such as the Journal of International Marketing, International Marketing Review, the Journal of Advertising Research, the Journal of Advertising, the Journal of Personal Selling and Sales Management, and the Journal of Public Policy and Marketing. Dr. Raymond has received numerous teaching and research awards including the Professor of the Year Award from Clemson University Panhellenic Association, the Undergraduate Teaching Excellence Award from the College of Business and Behavioral Science at Clemson three times, the Eli Lilly Faculty Excellence Awards for Outstanding Research and Outstanding Teaching, and the Eli Lilly Partnership Awards, and recognition for Leadership in Student Development from the Dow Chemical Company.
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