Nelson Higher Education

Higher Education

Marketing, 4th Edition

  • James L. Burrow
  • Aubrey R. Fowler III
  • ISBN-10: 1133962483
  • ISBN-13: 9781133962489
  • 736 Pages | Hardcover
  • Previous Editions: 2012, 2009, 2006
  • COPYRIGHT: 2016 Published
Request a Copy for Review

Overview

About the Product

MARKETING 4E presents marketing as a set of skills and knowledge combined with economics, finance, and career planning to create strategic plans. Students learn the foundations and functions needed to successfully market goods, services, and ideas to consumers. Professional development, customer service, and social media are presented as keys to students' success. Emphasis on careers includes the incorporation of Career Clusters. While students study business, economics, selling, human relations, communications, logistics, promotion, product planning, and pricing, they also see marketing as a career choice.

Features

  • Prepare for Performance, found in the beginning of each chapter, lists DECA Performance Indicators−core performance indicators and supporting performance indicators−applicable to the chapter content, helping students prepare for competitive events.

  • Visual Focus features an actual advertisement with a brief description, explanation of the chapter connection, and focus questions that help students tie chapter content to the real world.

  • Each lesson begins with an Essential Question that prompts students to think about the material ahead and provides teachers with "bell-ringer" discussion topics.

  • Math in Marketing addresses the Common core Practice Standards for Mathematics.

  • Marketing Communication addresses the Common Core Standards for English/Language Arts.

  • 21st Century Skills is a full-page feature that introduces basic skills such as personal and professional image, communicating with charts and graphs, being an effective listener, evaluating information sources, and designing promotional displays, helping students develop the necessary skills in today's working environment.

  • Planning a Career in . . . provides information about a career tied to one of the 16 career clusters, including a brief description of the career, employment outlook, job titles, skills needed, and a short scenario about what it's like to work in this career. Each ends with a "What About You?" question encouraging students to begin thinking about a career choice.

  • Working in Teams is a short margin feature with activities that focus on marketing and promote teamwork.

  • @mktgfastfacts is a new short margin feature that will include live Twitter feeds about thought-provoking business facts and statistics adding interest to the topic being covered.

Reviews

"I found [the lesson openers] particularly appealing from a teacher's standpoint. This provides the relevance component that students are looking for. Essential questions are required in my lesson plans and are a mindset we are trying to develop with our students."
— Julia Dieter, Landstown High School, Virginia Beach, VA

About the Author

James L. Burrow

James L. Burrow, Ph.D., has a background in marketing and human resource development. He works regularly with the business community and other organizations as a consultant on marketing and performance improvement strategies including the use of the Internet as an education and training resource. He recently retired from the faculty of North Carolina State University, where he served as the coordinator of the graduate Training and Development Program for over fifteen years. Dr. Burrow received degrees from the University of Northern Iowa and the University of Nebraska in marketing and marketing education.

Aubrey R. Fowler III

Aubrey R. Fowler III, PhD, has a background in marketing, advertising, and consumer culture research. He is currently the department head of Marketing & International Business at Valdosta State University's Langdale College of Business Administration. He also works with a number of regional advertising agencies in an effort to improve student education and career advancement. Dr. Fowler holds two degrees in English from Youngstown State University in Ohio, an MBA from the University of Southern Mississippi, and a PhD from the University of Nebraska–Lincoln.

Table of Contents

1. Marketing Today and Tomorrow.
2. Socially Responsible Marketing.
3. Marketing Begins with Economics.
4. The Basics of Marketing.
5. Marketing Information and Research.
6. Marketing Starts with Customers.
7. Competition Is Everywhere.
8. Social Media and E-Commerce.
9. Develop a Marketing Strategy and Marketing Plan.
10. Develop Successful Products.
11. Services Need Marketing.
12. Business-to-Business Marketing.
13. Distribution.
14. Determine the Best Price.
15. Promotion.
16. Advertising.
17. Selling.
18. Marketing in a Global Economy.
19. Manage Risk.
20. Finance Marketing Activities.
21. Entrepreneurship and Marketing.
22. Take Control with Management.
23. Plan a Future in Marketing.

New to this edition

  • This edition moves teachers and students to the digital solution MindTap.
  • This edition incorporates the course competencies for the upcoming state adoptions as well as those defined by NBEA's National Standards for Business Education, National Marketing Education Core Competencies, TEKS, and Career Cluster Standards for Marketing.
  • A brand new chapter on social media helps students understand the impact of this powerful channel of communication for effective marketing.

Supplements

All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Instructor's Resource CD-ROM  (ISBN-10: 1285053672 | ISBN-13: 9781285053677)

The Instructor's Resource CD contains all the instructor resources, including the Activities and Study Guide IE, Lesson Plans, Test Solutions, Marketing Planning Guide, PowerPoint Presentations, Teaching Tools, and more.

Website  (ISBN-10: 1285053702 | ISBN-13: 9781285053707)

The Instructor's website contains all the instructor resources, including the Activities and Study Guide IE, Lesson Plans, Test Solutions, Marketing Planning Guide, PowerPoint Presentations, Teaching Tools, and more.

Cengage Testing, powered by Cognero® Instant Access  (ISBN-10: 1305279565 | ISBN-13: 9781305279568)

Cengage Learning Testing Powered by Cognero is a flexible, online system that allows you to: Author, edit, and manage test bank content from multiple Cengage Learning solutions; create multiple test versions in an instant; deliver tests from your learning management system, your classroom, or wherever you want!

Activities and Study Guide  (ISBN-10: 1285062841 | ISBN-13: 9781285062846)

The Activities and Study Guide offers additional quizzing and applications for each chapter to help students master the concepts presented.

MindTap Marketing, 4th Edition (K12 Instant Access)  (ISBN-10: 1305493567 | ISBN-13: 9781305493568)

MindTap is a personalized teaching experience with relevant assignments that guide students to analyze, apply, and improve thinking, allowing you to measure skills and outcomes with ease. Personalized teaching becomes yours through a Learning Path built with key student objectives and your syllabus in mind. Control what students see and when they see it. Relevant readings, multimedia, and activities are designed to take students up the levels of learning, from basic knowledge to analysis and application. Analytics and reports provide a snapshot of class progress, time in course, engagement and completion rates.

Student Supplements

Activities and Study Guide  (ISBN-10: 1285062841 | ISBN-13: 9781285062846)

The Activities and Study Guide offers additional quizzing and applications for each chapter to help students master the concepts presented.

MindTap Marketing, 4th Edition (K12 Instant Access)  (ISBN-10: 1305493567 | ISBN-13: 9781305493568)

MindTap Marketing for Burrow/Fowler's Marketingprovides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. With an array of tools and apps -- from flashcards to note taking -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses.