Skip to content
< Back to Subjects Marketing Textbooks
March 2019

Principles of Marketing

Homework system included
Jeff Tanner and Mary Anne Raymond
March 2019
Page Count: 
400 (est)
Online Ebook Price: 
Full Color Book + Online Ebook Price: 

This textbook is suitable for the following courses: Introduction to Marketing

Principles of Marketing is an up-to-date overview of how marketing is actually done in today's world. It is a valuable resource for a first course in marketing at any level, clearly explaining effective marketing strategies and proven techniques. Outstanding coverage of cutting-edge topics includes: Content marketing, social media best practices, crowdfunding, and crowdsourcing.

  • 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.
  • About the Authors
  • Acknowledgments
  • Preface
  • Chapter 1: What Is Marketing?

  • 1.1 Defining Marketing
  • 1.2 Who Does Marketing?
  • 1.3 Why Study Marketing?
  • 1.4 Themes And Organization Of This Book
  • 1.5 Discussion Questions And Activities
  • 1.6 Case Study: Toothfish
  • Chapter 2: Strategic Planning

  • 2.1 The Value Proposition
  • 2.2 Components Of The Strategic Planning Process
  • 2.3 Developing Organizational Objectives And Formulating Strategies
  • 2.4 Where Strategic Planning Occurs Within Firms
  • 2.5 Strategic Portfolio Planning Approaches
  • 2.6 Discussion Questions And Activities
  • 2.7 Case Study: Creating A Value Proposition In The Rebar Coatings Industry
  • Chapter 3: Consumer Behavior: How People Make Buying Decisions

  • 3.1 Factors That Influence Consumers’ Buying Behavior
  • 3.2 Low Involvement Versus High Involvement Buying Decisions, And The Customer’s Decision Making Process 
  • 3.3 Discussion Questions And Activities
  • 3.4 Video Case Study: Coke Life
  • Chapter 4: Business Buying Behavior

  • 4.1 The Characteristics Of Business To Business (B2 B) Markets
  • 4.2 Types Of B2 B Buyers
  • 4.3 Buying Centers
  • 4.4 Stages In The B2 B Buying Process And B2 B Buying Situations
  • 4.5 B2 B E Commerce And Social Media Marketing
  • 4.6 International B2 B Markets And Ethics In B2 B Markets
  • 4.7 Discussion Questions And Activities
  • 4.8 Case Study: Knorr
  • Chapter 5: Market Segmenting, Targeting, and Positioning

  • 5.1 Targeted Marketing Versus Mass Marketing
  • 5.2 How Markets Are Segmented
  • 5.3 Selecting Target Markets And Target Market Strategies
  • 5.4 Positioning And Repositioning Offerings
  • 5.5 Discussion Questions And Activities
  • Chapter 6: Product and Service Decisions

  • 6.1 What Comprises An Offering?
  • 6.2 Types Of Consumer Offerings
  • 6.3 Types Of Business To Business (B2 B) Offerings
  • 6.4 Branding, Labeling, And Packaging
  • 6.5 Who Manages The Offering
  • 6.6 Discussion Questions And Activities
  • 6.7 Case Study: New Product Or New Product Line?
  • Chapter 7: Developing and Managing Offerings

  • 7.1 The New Offering Development Process
  • 7.2 Managing Products Over The Course Of The Product Life Cycle
  • 7.3 Discussion Questions And Activities
  • 7.4 Case Study: Yogi Tea
  • Chapter 8: How Marketing Channels Can Be Used to Create Value for Customers

  • 8.1 Marketing Channels And Channel Partners
  • 8.2 Typical Marketing Channels
  • 8.3 Functions Performed By Channel Partners
  • 8.4 Marketing Channel Strategies
  • 8.5 Channel Dynamics
  • 8.6 Discussion Questions And Activities
  • 8.7 Case Study: Primark
  • Chapter 9: Using Supply Chains to Create Value for Customers

  • 9.1 Sourcing And Procurement
  • 9.2 Demand Planning And Inventory Control
  • 9.3 Warehousing And Transportation
  • 9.4 Track And Trace Systems And Reverse Logistics
  • 9.5 Discussion Questions And Activities
  • 9.6 Case Study: Can Blockchain Improve The Supply Chain For Web Ads?
  • Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence

  • 10.1 Marketing Information Systems And The Rise Of Big Data
  • 10.2 Steps In The Marketing Research Process
  • 10.3 Discussion Questions And Activities
  • 10.4  Case Study: Keaty Realty
  • Chapter 11: Integrated Marketing Communications and Traditional Media Marketing

  • 11.1 Integrated Marketing Communications (Imc)
  • 11.2 The Promotion (Communication) Mix
  • 11.3 Factors Influencing The Promotion Mix, Communication Process, And Message Problems
  • 11.4 Message Strategies
  • 11.5 The Promotion Budget
  • 11.6 Advertising And Direct Marketing
  • 11.7 Public Relations, Sponsorships, And Product Placements
  • 11.8 Sales Promotions
  • 11.9 Discussion Questions And Activities
  • 11.10 Case Study: Molly’s Home Cooking
  • Chapter 12: Digital Marketing

  • 12.1 Email Marketing And Search Engine Marketing
  • 12.2 E Commerce Marketing And M Commerce (Mobile) Marketing
  • 12.3 Social Media Marketing
  • 12.4 Measuring The Effectiveness Of Digital Marketing
  • 12.5 Discussion Questions And Activities
  • 12.6 Video Case Study: The New York Times
  • Chapter 13: Professional Selling

  • 13.1 The Role Professional Salespeople Play
  • 13.2 Customer Relationships And Selling Strategies
  • 13.3 Sales Metrics (Measures)
  • 13.4 Ethics In Sales And Sales Management
  • 13.5 Aligning Sales And Marketing
  • 13.6 Outsourcing The Sales Function
  • 13.7 Discussion Questions And Activities
  • 13.8 Case Study: Reagan Technologies
  • Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

  • 14.1 Customer Communities
  • 14.2 Loyalty Management
  • 14.3 Customer Satisfaction
  • 14.4 Ethics, Laws, And Customer Empowerment
  • 14.5 Discussion Questions And Activities
  • 14.6 Case Study: Ravena
  • Chapter 15: Price, the Only Revenue Generator

  • 15.1 The Pricing Framework And A Firm’s Pricing Objectives
  • 15.2 Factors That Affect Pricing Decisions
  • 15.3 Pricing Strategies
  • 15.4 Discussion Questions And Activities
  • 15.5 Case Study: Intergenerational Knowledge Transfer
  • Chapter 16: The Marketing Plan

  • 16.1 Marketing Planning Roles
  • 16.2 Functions Of The Marketing Plan
  • 16.3 Forecasting
  • 16.4 Ongoing Marketing Planning And Evaluation
  • 16.5 Discussion Questions And Activities
  • 16.6 Case Study: Swerve
  • 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.

    Register for Flatworld

    Already registered? Sign in here

    All Instructor Supplements will be available by April 14, 2019.

    This book is now available with FlatWorld’s Homework System at no additional cost to your students.

    With the new, easy-to-use Homework System, you will be able to assign questions and autograde homework. The system includes multi-format questions written specifically for your FlatWorld book, which you can access through our stand-alone interface or integrate with your learning management system (e.g. Canvas, Moodle, Brightspace/D2L, and Blackboard).

    Visit the FlatWorld Homework page to learn more.

    To schedule a demo for help in setting up FlatWorld Homework for your course, contact your Sales Rep or FlatWorld support.

    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.
    Back to top