Marketing [antikvár]

PREFACE The Millennium. While Marketing, Fourth Canadian Edition, appears at the dy- namic dawn of the 21st century, this text also represents our long-standing commit- ment to a creative, active, and engaging approach to the study of marketing that has been the foundation of our success. The interest in our approach has grown dramati- cally through the first three editions, putting Marketing in the position of the market leader in the introductory textbook market. Hundreds of instructors have become regular users of our materials as students have expressed enthusiasm for the writing style and demonstrated positive learning outcomes. To continue the use and growth of Marketing and its features, we are pleased to offer the Fourth Edition as the most comprehensive, up-to-date, and innovative marketing textbook available to you today, and we appreciate the opportunity to explore the exciting field of marketing with you! DISTINCTIVE FEATURES OF OUR APPROACH The innovative pedagogical approach we developed through our own classroom expe- riences was introduced in the first edition in 1991. While each new edition has offered new content, cases, and examples to reflect changes in the marketing discipline and the marketplace, the distinctive features of our approach have remained as the foundation of the text and the supporting supplements. The features which you may recognize from previous editions and which are prominent in this edition include: • An easy-to-read, high-involvement, interactive writing style that engages stu- dents through active learning techniques, timely and interesting examples, and challenging applications. • A vivid and accurate description of businesses and marketing professionals— through cases, exercises, and testimonials—that allows students to "personalize" marketing and identify possible career interests and role models. • The use of extended examples, involving people making marketing decisions, that students can easily relate to text concepts and that emphasize a decision- making orientation. • Comprehensive and integrated coverage of traditional and contemporary schol- arly concepts illustrated through relevant practitioner-related literature. • A rigorous pedagogical framework based on the use of learning objectives, con- cept checks, key words, chapter summaries, and supportive student supplements such as the Student CD-ROM and the Study Guide. • A package of support materials to accommodate a wide variety of instructor teaching styles and student learning styles. Feedback from many instructors and students who have used our text and package in the past has encouraged us to build on these strengths as we developed the fourth edi- tion of Marketing.