Principles of Marketing
Copyright Year: 2015
ISBN 13: 9781946135193
Publisher: University of Minnesota Libraries Publishing
Conditions of Use
The textbook begins with the question “What is Marketing?” to assist students new to the field of marketing to understand the real definition of marketing versus their perceived ideas of marketing. This is a great place to start as many students... read more
The textbook begins with the question “What is Marketing?” to assist students new to the field of marketing to understand the real definition of marketing versus their perceived ideas of marketing. This is a great place to start as many students either believe that marketing is strictly sales or do not have a full concept of the many aspects of what encompasses marketing. The text covers most of the key areas of marketing such as consumer behavior, market segmentation and target marketing and the principals relating to product, pricing, placement and promotion. Marketing research, new product development and marketing communications is also covered at a basic level. However, based on my experience in the classroom, a few suggestions are in order. I would add three additional chapters on international marketing, market expansion strategies and ethics and social responsibility. The chapter on professional selling could be removed or covered within chapter one as a portion of the explanation on the aspects of marketing. Lastly, I would add more current marketing articles, one-page cases and small group discussion questions to each chapter. For marketing majors, I would add an appendix at the back of the book discussing the various career opportunities in marketing.
The book content is accurate with terminology and marketing concepts accessible for a university level student. The textbook also cites sources for most of the provided information.
In addition to the textbook content for teaching marketing principals, there are many real-world examples offered to improve student understanding. Although most offer longevity, there is a need to augment current examples with more recent examples including company or product examples representing cultural diversity.
The text is easy to read with a combination of informal and professional language for appropriate student learning and understanding.
The text is internally consistent and provides actual examples of the principals covered as well as review questions to ensure student comprehension. This approach is inline with other “Principals of Marketing” textbooks.
The course material is listed in modular fashion to easily transfer to canvas. However, since “Principals of Marketing” is usually the first marketing course for majors and the only course for this topic for non-majors, I would place the chapter on “Strategic Planning” right before the last chapter on “The Marketing Plan”. As indicated in the “comprehensiveness” section of my comments, I also believe that a few topical chapters such as “International Marketing” should be added to the book to improve its overview of the topic.
In general, the topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic. I believe that the “Strategic Planning” chapter should be moved to the end of the book before “The Marketing Plan” to ensure that students have the foundation needed to better understand this topic plus use its strategic perspective in the development of a marketing plan.
There did not appear to be any interface issues for this book. All video and web page links also worked well.
The text did not have any grammatical errors.
Although cultural examples were included and relevant, additional cultural diversity elements would improve the book. Also, it is important to include examples that are more current to provide better student discussions of this important marketing topic.
Overall, this textbook is a suitable option for an entry level college course on “Marketing Principals”. Adding chapters on “International Marketing”, “Market Expansion Strategies” and “Ethics & Social Responsibility” as well as updating some of the chapter business examples, case studies and discussion questions would be very helpful plus keep this book “current”. Lastly, including a greater overview of the marketing aspects of cultural diversity plus marketing career options would cause this book to stand out among textbook options for this topic.
The text offers a very good review of key marketing principles and provides a comprehensive introduction to the main concept. I would suggest combining the textbook with relevant current marketing articles and cases. read more
The text offers a very good review of key marketing principles and provides a comprehensive introduction to the main concept. I would suggest combining the textbook with relevant current marketing articles and cases.
The content is accurate and the textbook cites sources for most of the provided information.
The content is relevant to marketing. There are a solid number of examples throughout the book. The content related to digital marketing/social media could be expanded, but overall the content is relevant and robust.
The text is easy to read and provides a good balance of informal and professional language.
The structure of the text is consistent and the book gives example-based explanations of the main concepts. There are review questions at the end of each section as well as discussions and activities at the end of each chapter.
The text is easy to navigate. The book is divided into smaller segments. A hyperlinked (clickable) table of contents makes it really easy to move between different chapters and their corresponding sub-segments.
The topics are presented and organized in an effective format. The text starts with overarching definitions and concepts and then moves toward providing more details on each topic.
The links to the videos that I clicked on worked and each opened a new tab. As mentioned before, the hyperlinks make it very easy to navigate between different sections. In some cases, the image headings were separated from the actual image because of page breaks which can be revised in later editions.
The text did not have any grammatical errors.
The consumer behavior chapter does a good job with embedding cultural variables into the discussion. This could have been integrated more effectively in the other chapters; especially the chapters involving marketing research and intelligence, as well as market segmentation and positioning
This book covers the main concepts of marketing very effectively. This textbook combined with current articles and relevant cases could serve as a comprehensive set of materials for introductory marketing courses at the undergraduate level.
The textbook has enough depth and addresses all the major parts of the marketing discourse, such as the environment, marketing strategy, consumer behavior and segmentation, and marketing research, as well as the product, place, price, and... read more
The textbook has enough depth and addresses all the major parts of the marketing discourse, such as the environment, marketing strategy, consumer behavior and segmentation, and marketing research, as well as the product, place, price, and promotion variables.
The explanations, terminology, and concepts in the text are accessible and accurate.
The textbook contains applicable examples of marketing that will help the audience learn and appreciate the marketing realm. Most pieces and examples in the book have longevity. A few applications might need to be updated to make the text more timely.
The text is accessible and will help guide the students through the different dimensions of marketing.
The given text follows a certain presentation canon in terms of marketing terminology, concepts, and applications that can be found in textbooks of similar nature.
Many textbooks in marketing follow a certain modular pattern. This same pattern can be found in this text, with each chapter being split into sections for which particular assignments and experiential learning activities are designed.
As far as the organization and structure of this work are concerned, the marketing text is in line with a good number of other principles texts. The structure, flow, and positioning of the different marketing topics within the individual chapters is logical, with the objectives in the beginning and a re-visitation of the key points and review questions at the end.
The functionality of the text seemed to be working. Web links, images, and figures allow for easy direction-finding.
A few minor grammatical and structural errors can be found in the text.
The cultural illustrations are relevant, to a certain extent. However, it might be useful to update some of these items.
The material in this text is suitable for a basic marketing course. Overall, I would recommend using this text for entry level marketing students.
The text contains the expected chapter topics related to Principles of Marketing. In my opinion, there is too much information about Professional Selling (Chapter 13) for the topic of the text. In my opinion, Chapter 11 should include a... read more
The text contains the expected chapter topics related to Principles of Marketing. In my opinion, there is too much information about Professional Selling (Chapter 13) for the topic of the text. In my opinion, Chapter 11 should include a discussion of the basic Communications Model as well as some more modern communications models.
The text content appears to be accurate, error-free and unbiased. In my thorough review, I found nothing to the contrary.
The text contains many relevant, current examples of marketing concepts as well as some images of marketing examples and nice video clips of marketing examples. Some examples in Chapter 2 are from 2006, 2007, 2008 & 2009. These 10+ year old examples are too old to be relevant to students who are only 20 years old. I like the application of marketing concepts to the world of business and to personal branding.
The “voice” of the text is conversational yet professional. The terms used throughout the text seem to be in alignment with other Principles of Marketing textbooks I have used previously.
The text seems to be internally consistent. I saw nothing to indicate otherwise.
The text is organized effectively in most ways, but I have a recommendation. Chapter 3 should be divided into more sections. There are too many learning objectives and key takeaways for section 3.1.
There are significant organization problems in Chapters 4,8 & 13. Each of these chapters is out of order. For example, Chapter 4 is presented in the following sections: 4.4, 4.5, 4.6, 4.7, then 4.1, 4.2, 4.3. The same is true of Chapters 8 & 13.
The way the pages are presented with extra lines on many pages, with figure titles on different pages than the actual figure, or with figure numbers on a different page than the figure itself. See Figures 1.3 and 1.4 in Chapter 1 as examples.
I did not notice any grammar problems in the text (and I typically find lots of grammar problems when I am editing).
In my opinion, he text is culturally sensitive.
• I really like the “key takeaways” and “review questions” at the end of the sections instead of a summary at the end of the chapter. • I would add key terms at the end of each section because the terms and definitions seem to get lost within the chapters. • The “activities” at the end of the chapter are unique and creative. I would use these ideas for my classes.
The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details.... read more
The textbook provides basic coverage of main concepts found in most principles of marketing. Overall, the discussion throughout the book tends to be less comprehensive. In some areas, the author glossed over without providing sufficient details. To introduce basic concepts, it might be sufficient. For deeper understanding and analysis, it will require additional reading and research by readers. For example, in the very beginning, the author claimed "... about 1950 to 1990, businesses operated in the marketing era" without providing supporting materials to bolster the claim. The discussion also skipped a commonly known period when emphasis on selling was prevalent, skipping from product concept to marketing concepts, while ignoring the discussion on social responsibility in the 80s.
Accuracy is not a major issue for this book. Most contents are explained adequately for concept delivery.
Most basic concepts in marketing, e.g., product life cycle, buying process, pricing strategies, are mostly time free, thus, stay relevant regardless of changes in the marketplace. Examples used are apparently out of date, e.g., iPad. Many of the examples are prior to 2010 so that examples need to be updated to be relevant to today's students. Most basic content is consistent with other textbooks, just on a shallow side. For marketing, the key strategic decisions are in segmentation, targeting, positioning, and differentiation. It would be probably more appropriate to place strategic planning close to the chapter on segmentation, targeting, and positioning. With so much content in marketing to cover, a standing-alone chapter on professional selling is uncalled for. After all, personal selling is only one of the element of promotion and most companies prefer to train their own sales force, thus very company/product specific, not something could be covered effectively in a principles of marketing textbook. It also incorrectly over-inflates the role of sales in marketing curriculum. Most students, business and non-business, do not see professional selling as their career aspiration either, if they have the choice. There is an obvious omission in international marketing. The author's claim that global coverage is built in throughout the textbook cannot be observed. Without having a devoted chapter in international marketing, some basic concepts in international management are not presented. The same is for sustainability, ethics, and social responsibility. The author seemed to understand their importance, but not important enough to have their own sections. On the other hand, the author had no issue in having a chapter in professional selling without clear justification for its inclusion. These are obviously the author's own selection bias and personal preferences, not necessarily what students ought to learn from the course.
The writing is good for average college students. It is mostly easy to follow.
The book used "offerings" when referring to products and services consistently throughout the book. Each chapter is presented with discussion questions, activities, key takeaway, review questions with consistent structure and writing style.
The book is organized in a module-like manner, with most materials being free-standing, allowing a section to be borrowed for another marketing course as needed. As the writing is on the succinct side, there is rarely a long writing blocks without division.
While the book is structured well overall, the placement of strategic planning in the very beginning (Chapter 2) is probably off. Students need to know about the subject more before jumping into strategic planning. Other than chapter placement, the overall organization is adequate.
There are no known serious interface issues that are present. Graphs, charts, pictures are clear and easy to see and follow. A few enhancements to market the headings and sub-headings could be added to better break up sections. As examples, "Video Clip" on page 272, 273 could be better presented. The headings are easily overlooked as presented. At times, the reader might not be aware that the topic has shifted to a new one.
The book is grammatical correct overall.
There are no obvious concerns of being culturally insensitive or offensive.
The book is a possible alternative for average high school and college students if the goal is to learn the very fundamental concepts in marketing. For students who look for deeper understanding, this is not the right book for them as much discussion is on the shallow side. The author's own opinions can be found throughout the book without adequate supporting materials. Therefore, it is subject to the author's self selection bias. For marketing major students, I would expect students to learn more than what are presented in this book.
This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way. read more
This resources covers all the relevant topics traditionally covered and necessary for an introduction-level course. The material is presented in comprehensive way.
I found the text to be accurate, and in line with current marketing practices and pedagogical materials.
The resource is current, but some examples are a bit dated. The instructor using this resource should check all links and examples before assigning.
The resource is clear and easy to understand.
The terminology and framework are consistent with current concepts and expectations of an introductory level course.
The text is well organized; it also lends itself to skipping around and changing the order of the material as the instructor sees fit.
Topics presented are in a logical manner - learning objectives, terms, examples/diagrams, key takeaways, and review questions.
The interface is clear and easy to navigate - clicking images isolates them, which is a good tool for some visual learners.
No grammatical errors were found.
The resources is not culturally offensive, but it also misses the mark for cultural inclusion.
The text book covers all of the typical topics for this level of marketing. If there is any criticism it is that some topics are covered very sparsely. For example, the topic of subliminal messaging is given a few sentences. While it is not... read more
The text book covers all of the typical topics for this level of marketing. If there is any criticism it is that some topics are covered very sparsely. For example, the topic of subliminal messaging is given a few sentences. While it is not necessary to cover this in detail, the explanation provided may not be enough for students to understand what it is. I even had a student that commented on the lack of substance in some areas.
I did not come across any areas that were not accurate. It is written well.
The examples are somewhat dated. While it is perfectly fine to present historical examples, the "new" examples need to be updated. In addition, some of the links are broken.
I have not seen any issues with the understandability of the text. I have also not had any negative comments from students.
The text is consistent with its terminology.
The text is easily separated into subunits. I do not use it as a standalone assignment for reading, as I also have many cases and simulations. I have only directly assigned certain sections for homework. This works well.
The book follows the usual formatting and organization of most of these textbooks.
The only issue I have encountered is some broken links that refer to videos. I have not encountered any other issues.
Grammatical errors have not been found.
I have not detect any offensive content. I have not seen a lot that would be inclusive of other backgrounds.
This book is great as a supplement to other course materials such as cases and lecture. I believe its limitation is that it could go into more depth in many sections.
This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful.... read more
This book provides comprehensive coverage of marketing principles equivalent to other textbooks. There is very nice coverage of supply chain and logistics beyond many other principles books. The marketing plan section at the end is very useful. Overall there is a lot of content to choose from in this text that makes it easy to select what is needed. A searchable pdf in the downloaded format makes it easy to find content.
The content is accurate and unbiased. Some content may be out of date but with the rapid change happening in much of marketing, especially digital/social, that is to be expected.
The rapid pace of change in marketing, especially digital marketing/social media and media in general make it difficult for textbooks to stay up to date. Updates to these sections should be easy to make. The majority of the text is up-to-date and relevant. The use of review questions and key takeaways for sections are very helpful and reinforce learning of each concept.
This text provides practical and real world examples that are interesting and relevant. Writing style is clear and accessible. The use of pictures and the use of color for highlighting tables, charts, special sections, etc. add to the clarity and readability.
There is a consistent style throughout the text. Clear objectives are at the start of each section, key takeaways and review questions are at the end of each section. This creates a very consistent style that is easy to follow and should help with learning.
It would be nice to provide sub units or groups of chapters within a theme or section of marketing but this is not a requirement. Chapters can be easily divided where needed.
I would prefer that market research to be closer to the front of book. Market research is a first step in understanding customer needs, product features, markets, segments, promotion and ad concepts, etc. It seems out of place near the end of the text. Otherwise, the organization is logical and clear.
The searchable pdf version is very easy to navigate and use. The links to videos and other external content are accessible. All content appears clear and free from distortion. Having multiple formats, pdf, kindle, etc., available is a plus for this text.
The text contains no grammatical errors.
The text appears to be culturally relevant. There is good diversity in the photos shown in the text.
The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary... read more
The concepts covered in Principles of Marketing - 2015 are appropriate for an introductory level course. The discussion of the 4 Ps as creating, communicating, delivering and exchanging provides an interesting perspective. An index and glossary are not included which would be beneficial.
The concepts, definitions and strategies are accurate and unbiased.
The general principles addressed are relevant. Examples should be updated and some links are no longer available. As noted in the learning objectives Social Media keeps changing and the text needs to be updated. Additionally, e-marketing should be expanded given the changes since 2010. The reference information provided with websites resources and examples and framework of the textbook allows for updating with more recent clips, research, templates, etc.
The text is very clear and terminology is easy to understand.
The framework is consistent with the concepts presented in an introductory level marketing text.
The text is presented in units within each chapter that can be separated and or combined with other units for specific learning assignments or extracted to supplement learning.
The topics in the text are presented in logical order for an introductory marketing text. The layout of the textbook including learning objectives, sequencing, terminology, key takeaways, questions and activities is well organized.
Downloading the text as a PDF, the images and charts were clearly visible. The navigation was straightforward and easy. The links to videos were accessible; however, some were no longer available.
Minor grammar errors were noted.
Updating the video examples would provide a more inclusive text.
The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on... read more
The book covers all content generally covered in a Principles of or Introduction to Marketing course. The issue is that the content is old. The content is based on a text written in 2010. For example, there are only a few short paragraphs on social media. There is a clear Table of Contents but I did not see an index or glossary.
The content appears to be accurate. I did not note any errors or any bias. But the content is dated.
The content is dated. The content is adapted from a text written in 2010. There have been significant changes since 2010. Although there are a few more recent links most of the links are from before 2010.
The text is easy to read. Students should find the writing easy to follow. Terminology has been clearly explained.
The way the chapters are organized is consistent throughout the text.
The text is easily and readily divisible into smaller reading sections that can be assigned. This is generally done by chapters and units within the chapters.
The topics are presented in the same order as many Principles of or Introduction to Marketing texts.
I could not get any of the videos to open. Other than that I was able to easily navigate through the chapters. The hyperlinks took me to the appropriate text but it would be helpful to have a return button.
The text did not appear to contain any grammatical errors.
I did not note any direct effort to be inclusive in the examples provided.
I like the use of the alternative to the 4Ps. I find the 4Ps to be a dated paradigm and it was refreshing to see a different approach.
A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses. read more
A very good comprehensive introduction for marketing. Also would serve as a great refresher text for upper-level marketing courses.
The text is very general, but provides accurate descriptions and overviews of concepts and marketing theory.
We could see more on e-marketing or the evolution of social media over traditional advertising. That said, as a primer on the subject of marketing, this is a great tool in lieu of students having to make a purchase.
Clear, easy to read and understand.
Consistency is strong and consistent across chapters.
I don't think molecularity is practical with an general overview text, unless you wanted to utilize some of the chapters as refreshers in broader topic on marketing.
organized consistently and flow is as with other marketing texts
I did not experience any difficulties
No major grammar issues were identified.
Again, a good primer, or refresh for an upper-level marketing course.
The textbook covers the material found in the majority of introductory marketing textbooks. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. A searchable index would add to the... read more
The textbook covers the material found in the majority of introductory marketing textbooks. The topics covered are appropriate and the scope meets the basic needs of a principles of marketing course. A searchable index would add to the usefulness of this textbook. A table of content exists but unfortunately no subject index or glossary is provided.
Overall the accuracy of information, based on the publication date, is acceptable. The textbook is listed as published in 2015 on the Open Textbook Library site. However, the internal publication date is 2010. The internal date seems accurate based on the examples and citations used throughout the textbook. The books examples are all about 10 years old. In the world of marketing, that is a problem. The textbook has some grammatical and spelling errors but nothing that would prevent usage.
The textbook is listed as published in 2015 on the Open Textbook Library site. However, the internal publication date is 2010. The internal date seems accurate based on the examples and citations used throughout the textbook. The books examples are all about 10 years old. In the world of marketing, that is a problem. The subjects of pricing, product, and distribution would be easy to update in the text and/or provide supplements in the classroom. However, the promotion related chapters are very out of date in today's tech driven e-marketing and social media marketing world. If this book had been available in 2009 as an open resource, I would have used it. In 2018, it is unlikely that I would use this resource.
The clarity of the book is great. It is written in a straight forward manner that students would easily understand. The minor grammatical and spelling issues do not hinder the reader.
The consistency of the book meets expectations in regards to terminology and framework.
Each chapter has between 3-8 subsections that allows the material to be easily read by students.
The flow of the chapters is a positive element of the textbook. The organization of the book follows the same structure as many of the principles of marketing textbooks. The table of contents could be restructured to group chapters into subunits for greater student comprehension but it is a small detail.
The interface of the book demonstrated no problems other than the links to videos did not work.
The book contained minor grammatical errors but at a level that the average student would not notice.
The cultural relevance of the textbook needs attention. There are not many examples/photos that demonstrate a variety of races, ethnicity, or backgrounds.
1. The cover page and the initial first pages are dull and uninspiring. 2. Overall the textbook is visually dull and students would find the lack of visual interest to be a negative. 3. The examples and references are all at least 10 years old. 4. The text contains only three pages on social media. Not nearly sufficient in today's social media driven environment. 5. The textbook lacks examples of nonprofit organization.
This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling,... read more
This text includes all of the major learning objectives covered in an introduction to marketing class. The main topics include the definition of marketing, strategic planning, consumer behavior, the 4 Ps, offerings, marketing channels, selling, and overview of a marketing plan. The Table of Contents is easy to access; it serves as a helpful search function. The text is missing a glossary of terms; adding one could be beneficial to readers.
Definitions, principles, and concepts presented in the text are correct. In accordance with marketing principles, the facts presented in the text are true to point. The material was presented in an unbiased way and was primarily free of any grammatical errors.
The examples used in the text are up-to-date and relevant. The large number of real world examples given help the reader understand the learning objectives being presented. Revising these examples and other pertinent information in the text would not be an impossible task.
The layout and formatting of the material is clear and concise. The content of the book uses a lot of extended sentences that could be shortened to help the reader better understand the material. The terms and jargon used is relevant and up-to-date.
The text is extremely consistent in its terminology and framework. Its layout is consistent which makes each new chapter and section easily recognizable. Each chapter has review questions and key summery section which reiterates key points and acts as checkpoint for student.
The layout of the text is very modular. Each chapter is broken down into a minimum of three sections which makes the information very learner-friendly. Each section has a defined learning objective and review material at the end of the section.
The text is organized in a logical way where concepts taught at the beginning of the book are built upon later. The information presented flows well throughout the text. The Table of Contents is extremely beneficial and makes key topics easy to locate in the text.
I did not notice that the text featured any interface issues such as navigational problems, unclear images, or other distortions that would confuse the reader. The images and figures presented in the text are clearly visible to the reader. All images and figures can be enlarged if the viewer clicks on the displayed image.
There were few grammatical errors in the text.
This text presents real life examples relevant to mainstream culture and business in America. Depending on the audience, more culturally diverse examples may be more suiting. The text does a fairly good job of using conational business examples however, some of the images of people could be diversified.
The audio clips located throughout the online text are a nice edition that students reading a traditional textbook can not experience.
The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards... read more
The text would greatly benefit from a table of contents, glossary, and an index. Otherwise, most content areas are discussed rather thoroughly - even though, as the previous reviewer mentioned, the text is lacking in its application towards services and experiences marketing. Speaking of the latter, there is no discussion of marketing experiences as offerings even though this approach is very common these days.
This text seems to target the North American audience, and readers from elsewhere might not readily relate to the examples provided. The authors could also incorporate more examples from a nonprofit sector.
Most chapters are very relevant to the current marketing practices. However, the authors could consider including or expanding more on the subjects of sustainability (e.g. social corporate sustainability) as well as experience marketing.
Key concepts are well defined, but the structure and formatting of the text are somewhat confusing.
The text is structured around the framework that is outlined by the authors in chapter 1.
There are 16 chapters in the text, each of them is broken up into sections. Such structure makes it very manageable for the instructor to use the text in a typical North American semester.
Some of the chapters could be moved around to allow for a better flow of the contents.
The authors could consider moving all references to the end, as well as including a table of contents that the students could navigate (click on the headings), glossary, and an index.
Very few spelling/grammar errors.
It appears that this text is mainly designed for North American white audience, hence is lacking in its cultural relevance.
Overall this is a very good introductory text, I was happy to see the authors incorporate many important topics that are frequently omitted in other texts. At the same time, a few more important topics could be added, the formatting/ structure of the text revised, and more culturally relevant content added.
Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g.,... read more
Principles of Marketing by Tanner & Raymond is a very comprehensive text, which addresses the full gamut of topics that an instructor might want to cover. It also offers nice integration of some topics that might normally be neglected, e.g., satisfaction metrics, account planning, and other topics.
Principles of Marketing by Tanner & Raymond articulates the core principles of marketing with accuracy and precision. There is a tight linkage (typically through use of web links) to established definitions (e.g., AMA) and conceptual frameworks (e.g., Product and Market Entry strategies) that have come to reflect the established body of marketing knowledge.
Principles of Marketing by Tanner & Raymond contains relevant and up-to-date themes based upon emerging paradigms (e.g., Service Dominant Logic) that are synthesized across the chapters.
One of the strengths of Principles of Marketing by Tanner & Raymond, which relates to its comprehensiveness, is the clarity offered for all the concepts presented. Key concepts are well-defined and presented in a plain language that is readily accessible to a wide audience.
Although, no unifying framework is offered to connect the chapters, there is an underlying common conceptual core offered within the Principles of Marketing by Tanner & Raymond
Another key strength of Principles of Marketing by Tanner & Raymond is the modularity. Chapters are broken up numerically and into "bite-size" chunks such that instructors would have an easy time assigning aspects of a chapter to modules.
Principles of Marketing by Tanner & Raymond follows the common flow of the vast majority of Principles texts by beginning with the organization and high-level strategies, then digging into consumer/buyer behavior, and finally, unpacking the marketing mix.
Navigation is easy for Principles of Marketing by Tanner & Raymond; however, some issues with fonts and size of text within images rendered some distractions
Principles of Marketing by Tanner & Raymond is well written and in an accessible style.
Principles of Marketing by Tanner & Raymond is not offensive in any way and does offer quite a few diverse examples. However, there is a heavy reliance on North American company examples, such that individuals in other cultures might have difficulty with some.
Principles of Marketing by Tanner & Raymond does a really nice job of offering a comprehensive and relevant marketing text that can easily be modularized by instructors. The authors have effectively integrated up-to-date examples that students will find interesting as well as integrated media (e.g., audio clips) and real life profiles (profiling an analytics manager at BNSF) to produce an engaging text.
This American Principles of Marketing text covers all the key areas & ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed... read more
<p> This American Principles of Marketing text covers all the key areas & ideas normally included in a first year College/University Introduction to Marketing course. There are 16 chapters in the text and most key topic areas are discussed relatively thoroughly, with the following exceptions: 1. Pricing 2. Retailing and Distribution as it relates to services Rather than structuring the text around the 4Ps or traditional Marketing Mix, the authors follow the premise that marketing is composed of four activities centered on customer value: creating, communicating, delivering, and exchanging value. The text does not include a Table of Contents, Contents in Brief, or Glossary and/or Index.</p>
<p> Marketing concepts are defined/explained/discussed accurately. All the examples are American, so not as relevant for Canadian students. Similarly, the Environmental Scan and ethical/legal segments are all based on American trends and laws/business practices. In general, the examples tend to focus on large corporations. More examples from medium/small businesses, as well as not-for-profits, would help to provide a broader perspective for students. Based on the scale below: content is accurate, but has a very American bias.</p>
<p> The content is up-to-date, with the exception of: 1. The three chapters on marketing communications. Marketing communications has been and is continuing to change rapidly, and as a result, it is difficult for text books to remain current. Having said this, I believe that it would be relatively easy to make regular updates to the marketing communications chapters. 2. Although the Distribution chapter is up-to-date, it is lacking in its coverage of distribution as it relates to services, as well as retailing. 3. Perhaps most importantly for Canadian students, is the fact that all the examples and all sections that relate to legislation/business practices in the current text are American. It would be more time consuming to up date the text to reflect the Canadian marketing environment.</p>
<p> Concepts are explained clearly in the body of the text. Ideas to increase retention are: 1. Include more visuals. The current charts/graphs are small and difficult to read. Many of the figures lack sufficient detail. Visuals serve to summarize concepts at-a-glance and help students to understand/recall a concept. 2. Provide a variety of examples to illustrate concepts. 3. Make better use of formatting to ensure students can see quickly key concepts and definitions on a page, for instance, make better use of headings & subheadings and include key concept definitions in the margins of the page. 4. In addition to the summaries at the end of each section within a chapter, include a final end of chapter summary.</p>
<p> Yes, the text is internally consistent in terms of terminology and framework. The text presents the marketing mix in terms of four activities or components of marketing: creating, communicating, delivering, and exchanging value.</p>
<p> There are 16 chapters in the text which corresponds nicely with a typically 14 week semester. The order of the chapters in the text is as follows: Ch. 1 - What is Marketing? Ch. 2 - Strategic Planning Ch. 3 - Consumer Behaviour Ch. 4 - Business Buying Behaviour Ch. 5 - Market Segmenting, Targeting, & Positioning Ch. 6 - Creating Offerings Ch. 7 - Developing & Managing Offerings Ch. 8 - Using Marketing Channels to Create Value for Customers Ch. 9 - Using Supply Chains to Create Value for Customers Ch. 10 - Gathering and Using Information: Marketing Research & Market Intelligence Ch. 11 - Advertising, IMC, and the Changing Media Landscape Ch. 12 - Public Relations & Sales Promotions Ch. 13 - Professional Selling Ch. 14 - Customer Satisfaction, Loyalty, and Empowerment Ch. 15 - Price Ch. 16 - The Marketing Plan It would be easy and straight forward for an instructor to change the order that these topics are covered in a semester, should he/she wish to do that.</p>
<p> Two changes I recommend are: 1. Put ch. 15 - Price right after ch. 7 - Developing & Managing Offerings. Pricing is a very important marketing concept, and it makes most sense to discuss how to price products/services/offerings right after they are covered in the text. 2. Move ch. 10 - Marketing Research to right after ch. 2 - Strategic Planning. Ch. 2 covers environmental scanning, so it is important for students to learn how to research trends and find information required for planning. Otherwise, the order of the chapters is fine.</p>
<p> I have been working with a print version of the text. A suggestion to make navigation through the print version easier would be to include a Table of Contents, Contents in Brief, and Index/Glossary at the end. Images/charts are small and difficult to read in the print version. Many subheadings sit alone at the bottom of a page. Need to format so that a subheading appears with some or all of the body copy. Also, some chapters begin on the same page that the previous chapter ends. It would be better to start a new chapter on a new page. In several instances, whole pages were simply lists of sources. It is important to cite sources, however it would be better to include these lists of sources at the end of a chapter, rather than in the middle of a chapter.</p>
<p> There are relatively few grammatical or spelling errors. Please see complete list of errors in attached document.</p>
<p> Although the text is not culturally offensive in any way, I believe there could be more examples that reflect a variety of races, ethnicities, and backgrounds. The text mentions that there is a profile of a marketing professional at the beginning of each chapter - this is not the case (no profiles are included). Including profiles of marketing professionals from a variety of races, ethnicities, and backgrounds would be one way of addressing this weaknesses. It would also be appropriate to profile different types of organizations to illustrate marketing concepts/business practices amongst different cultural groups. As mentioned earlier, this is an American text so all examples are American.</p>
<p> Overall this text covers all the key topic areas relevant to a first year college/university overview marketing course. Most topics are covered in an appropriate amount of depth, with a few exceptions including pricing and services marketing. Learning Objectives are included at the start of each segment within a chapter, but not at the start of a chapter. Learning Objectives are all at the lowest two levels of Bloom's Taxonomy - Knowledge (i.e. Describe...) and Comprehension (i.e. Understand...) http://www.coun.uvic.ca/learning/exams/blooms-taxonomy.html The Review Questions and Key Takeaways which appear at the end of each segment within a chapter and the Discussion Questions and Activities at the end of each chapter are generally good and provide students with ways to test understanding and apply relevant concepts. This is an American text, so an instructor would need to provide his/her students with a variety of Canadian examples, as well as Canadian content related to environmental scanning and business practices. All Introduction to Marketing texts offered by publishers provide extensive support materials for instructors and students. I'm not aware of any support materials that come with this text. There are formatting issues which have been mentioned earlier in this review, that would need to be addressed.</p> <p> This review originated in the <a data-saferedirecturl="https://www.google.com/url?hl=en&q=https://open.bccampus.ca/find-open-textbooks/&source=gmail&ust=1492645166597000&usg=AFQjCNGPYQjUGR_4bo2vR0vH6pHKo86eSQ" href="https://open.bccampus.ca/find-open-textbooks/" target="_blank">BC Open Textbook Collection</a> and is licensed under CC BY-ND.</p>
Table of Contents
- Chapter 1: What is Marketing?
- Chapter 2: Strategic Planning
- Chapter 3: Consumer Behavior: How People Make Buying Decisions
- Chapter 4: Business Buying Behavior
- Chapter 5: Market Segmenting, Targeting, and Positioning
- Chapter 6: Creating Offerings
- Chapter 7: Developing and Managing Offerings
- Chapter 8: Using Marketing Channels to Create Value for Customers
- Chapter 9: Using Supply Chains to Create Value for Customers
- Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
- Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
- Chapter 12: Public Relations, Social Media, and Sponsorships
- Chapter 13: Professional Selling
- Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
- Chapter 15: Price, the Only Revenue Generator
- Chapter 16: The Marketing Plan
About the Book
Principles of Marketing 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 — the authors 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?"