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New Version Available
Cover of Principles of Marketing v1.0
Published: 
February 2010
Page Count: 
350
ISBN (Digital): 
978-1-4533-2717-3

Principles of Marketing

Version 1.0
By Jeff Tanner and Mary Anne Raymond

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Listen to this podcast here of Jeff Tanner discussing his new textbook.



Principles of Marketing by Tanner, Raymond and Schuster teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment:



Service dominant logic — This textbook employs the term ”offering“ instead of the more traditional First "P" — product. That is because consumers don’t sacrifice value when alternating between a product and a service. They are evaluating the entire experience, whether they interact with a product, a service, or a combination. So the fundamental focus is providing value throughout the value chain, whether that value chain encompasses a product, service, or both.



Sustainability — 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 environment performance.



Ethics and social responsibility — Following on the sustainability notion is the broader importance of ethics and social responsibility in creating successful organizations. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter material in most chapters will encompass ethical situations.



Global coverage — Tanner, Raymond and Schuster deliberately entitled Chapter 1 ”What is Marketing?“ Whether it is today’s price of gasoline, the current U.S. presidential race, 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 — Firms today have the potential to gather more information than ever before about their current and potential customers. That information gathering can be costly, but it can also be very revealing. With the potential to capture so much more detail about micro transactions, firms should now be more able to answer ”well, what this marketing strategy really worth it?“ And ”what is the marketing ROI?“ And finally, ”what is this customer or set of customers worth to us over their lifetime?“


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

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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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Other Supplements

Other Supplements

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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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