Contemporary Marketing 17th Edition

Expanding on the social media insights added in the previous edition, the 17th edition features an updated marketing research chapter. Chapter 10, “Marketing Research in the Era of Big Data,” discusses how advances in technology continue to impact the collection of consumer and business data. Big data—information that originates in unprecedented volume and speed from the world around us—is changing the way companies collect and use pertinent information as part of their marketing research strategies.

 

In addition, chapter pedagogy, including opening stories, boxed features, and end-of-chapter cases are new or updated, and business, consumer, and government statistics throughout the text have been researched and refreshed to reflect current trends in marketing and business in both domestic and global settings.

 

 

MindTap is a personalized teaching experience with relevant assignments that guide students to analyze, apply, and improve thinking, allowing you 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. Personalize Teaching: Becomes yours with a Learning Path that is built with key student objectives. Control what students see and when they see it. Use it as is or match to your syllabus exactly—hide, rearrange, add, and create your own content. Guide Students: A unique Learning Path of relevant readings, multimedia, and activities that move students up the learning taxonomy from basic knowledge and comprehension to analysis and application. Promote Better Outcomes: Empowers instructors and motivate students with analytics and reports that provide a snapshot of class progress, time in course, engagement, and completion rates. By combining readings, multimedia, activities, and assessments into a singular Learning Path, MindTap guides students through their course with ease and engagement. Instructors personalize the Learning Path by customizing Cengage Learning resources and adding their own content via apps that integrate into the MindTap framework seamlessly with Learning Management Systems. Contemporary Marketing students can also find Basic PowerPoints, videos, quizzes, animated figures, homework, and more.

 

 

End-of-chapter video cases for every chapter of the text focus on successful real companies’ processes, strategies, and procedures. Real employees explain real marketing situations, bringing key concepts from the chapter to life. The end-of-part videos focus on Scripps Networks Interactive & Food Network’s marketing strategies and innovative approach to connecting with consumers through a variety of channels. The written and video cases are divided into seven sections and are tailored to be used at the end of each part of the text.

 

 

Containing more than 3,800 questions, this Test Bank has been thoroughly verified to ensure accuracy—with each question and answer read and reviewed. The Test Bank includes true/false, multiple-choice, essay, and matching questions. Each question in the Test Bank is labeled with text objective, level of difficulty, and A-heads. Each question is also tagged to Interdisciplinary Learning Outcomes, Marketing Disciplinary Learning Outcomes, and Bloom’s Taxonomy. The Test Bank is available via Cognero, can be loaded to your SSO account, or PDFs can found on the product support website.