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Newer Version Available
Cover of Principles of Marketing v3.0
April 2016
Page Count: 
ISBN (Digital): 

Principles of Marketing

Version 3.0
By Jeff Tanner and Mary Anne Raymond

Key Features

  • Consistent references to ethical situations.
  • Global coverage.
  • Discussion of metrics and which metrics to actually capture and analyze.
  • YouTube videos.
  • Audio interviews with marketing professionals.


Online Access Price:  $35.95 Color Printed Textbook with Online Access Price:  $60.95
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Principles of Marketing is an up-to-date overview into what is going on in the field of marketing today. This textbook covers topics such as: Content marketing, social media best practices, and crowdfunding and crowdsourcing. This is a resource to show students how to actually use these techniques and market.

New in This Version

  • New Digital Marketing chapter.
  • Expanded coverage of social media marketing.
  • Expanded coverage of big data and predictive analytics.
FlatWorld Homework System

FlatWorld Homework

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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 - powered by Cognero

Test Generator - powered by Cognero

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Test Bank Files for Import to Learning Management Systems

Test Bank Files for Import to Learning Management Systems

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Test Item File

Test Item File

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Jeff Tanner Old Dominion University

John F. (Jeff) Tanner, Jr., is the former Dean of the Strome College of Business, Old Dominion University and Professor Emeritus of Marketing, Baylor University. 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. In 2015, he was named Dean of Old Dominion University’s Strome College of Business. 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 Cativa, Teradata, EMC, and others. He is the founder and a partner in JK Tanner Inc., an investment firm and Bienestar, a consultancy supporting sustainability and growth for non-profits. He serves on the board of VersAbility, a $60m organization that supports and employs people with disabilities, as well as the Commonwealth of Virginia’s Horse Racing Commission.

Mary Anne Raymond Clemson University

Mary Anne Raymond is the Thomas F. Chapman Leadership Distinguished Professor of Leadership, a Professor of Marketing, and the Director of the Thomas F. Chapman Leadership Scholars program at the Wilbur O. and Ann Powers 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 develop 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 Ssangyong 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, Journal of Advertising Research, Journal of Advertising, Journal of Business Research, 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, the Eli Lilly Partnership Award, and recognition for Leadership in Student Development from the Dow Chemical Company. Dr. Raymond was also recently awarded the coveted Axcess-Capon Distinguished Teaching Award.

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