本書序言

The 18th edition of Contemporary Marketing is more than an incremental update. It's a full-fledged reimagining of what an introduction to marketing course can be. Based on extensive industry research, student feedback, and collaboration with marketing subject matter experts nationwide, we made a number of improvements, including:
Focus on application-based learning
Our goal is for students to "learn it today and use it tomorrow." Content is focused on practical, real-world skills that marketing professionals use on a regular basis.
Streamlined narrative
The focus for this edition is on depth, not breadth. Rather than introduce an overly broad array of topics, we utilized industry research to choose the most relevant and current concepts--then we deep dive on those to provide students a thorough understanding of each. The result is that students learn more in less time.
Opening and closing examples
Each section features opening and closing examples that tie directly to the learning objective and demonstrate the concepts in action. This format increases comprehension and retention of the core content.
Chapter-ending activity
Each chapter ends with a short activity that reinforces specific learning from the chapter, further reinforcing comprehension and retention.
Updated examples and content presentation
Examples throughout the text have been researched and refreshed to reflect current trends in marketing and business. In addition, content order was revised to better align with best practices in both the marketing field and the marketing classroom.

本書特色

●MindTap is an outcome-driven application that propels students from memorization to mastery. It's the only platform that gives you complete ownership of your course. With it, you can challenge every student, build their confidence, and empower them to be unstoppable.
●You Make the Decision: Students are put in the shoes of a marketer in these interactive, media-rich activities. Following a scenario related to course content covered so far, students are presented with decision points as they progress through this interactive activity. Every decision a student makes impacts the outcome of the scenario, creating a unique marketing experience for each student. Appearing at the end of each part, these activities act as a summative opportunity, ultimately aiding students in connecting concepts from multiple lessons.
●Marketing Plan Assignments: These flexible, modular assignments at the part level allow you to assign a complete marketing plan in stages "“ or pick only specific sections to assign. Featuring fill-in-the-blank response and short answer fields for quick review of student-provided information and corresponding templates for students to complete and upload, these assignments present a flexible, course-integrated way to give students experience thinking through and building out a marketing plan.
●Adaptive Test Prep: Students often experience high anxiety around exams, and many of their study tools are at the chapter level. By covering multiple chapters and including questions similar to those they'll see on an exam, students can use Adaptive Test Prep to prepare more efficiently, review areas requiring additional study, and be more confident about exam performance.
●"In the News": At the end of the full learning path are chapter-specific, current articles written by marketing instructors that automatically feed/flow in to the learning path throughout the semester. These current events help students relate to concepts and see them applied in the real world while saving instructors time spent seeking out articles that apply to specific concepts.
●"ACCESS EVERYTHING YOU NEED IN ONE PLACE. Cut down on prep with MindTap's preloaded, organized course materials. Teach more efficiently with interactive multimedia, assignments, quizzes, and more. And give your students the power to read, listen, and study on their phones, so they can learn on their terms."
●"EMPOWER YOUR STUDENTS TO REACH THEIR POTENTIAL. Distinct metrics give you actionable insights into student engagement. Identify topics troubling your entire class and instantly communicate with struggling students. And students can track their scores to stay motivated toward their goals. Together, you can accelerate progress."
●"YOUR COURSE. YOUR CONTENT. Only MindTap gives you complete control over your course. You have the flexibility to reorder textbook chapters, add your own notes, and embed a variety of content including OER. Personalize course content to your students' needs. They can even read your notes, add their own, and highlight key text to aid their progress."
●"A DEDICATED TEAM, WHENEVER YOU NEED THEM. MindTap isn't just a tool, it's backed by a personalized team eager to support you. We help you set up your course and tailor it to your specific objectives, so you'll be ready to make an impact from day one. And we'll be standing by to help you and your students until the final day of the term."
●Spark Interest: Students learn how multi-faceted marketing is "“ that it's not just common sense. By reading through scenarios and real-world examples, students learn more about the impact that marketing can have on other fields.
●Class Prep: Students can prepare for class by watching the animated video that provides a high-level overview of chapter concepts. Students complete immediately afterward to test their comprehension of the key concepts covered in the video. Students will gain better understanding of the concepts by reading the e-Book and attending lecture.
●Learn it Today"¦Use it Tomorrow: After reading the e-Book, students complete a short, ungraded activity that reinforces specific learning from the chapter, further reinforcing comprehension and retention.
●Chapter Assignment: These pre-built homework assignments include a variety of different problem types assessing comprehensive understanding of the entire chapter. These are automatically graded and include rejoinder feedback for right and wrong answers.