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Principles of Marketing

v4.0 Jeff Tanner and Mary Anne Raymond
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Preface

The field of marketing is changing at a breakneck pace. Most other principles of marketing textbooks are doing their best to keep up with changes, but often they fall short. Although it’s been some time since our last revision, we believe that Principles of Marketing 4.0 contains the most-up-to-date information on what’s going on in the field of marketing today—as well as how to do it. For example, Chapter 12 “Digital Marketing”, which was an entirely new chapter on digital marketing in 3.0, has been significantly updated to current trends in digital marketing. Even Chapter 1 “What Is Marketing?” adds the new perspective of Transformative Marketing, based on V. Kumar’s essay regarding how marketing is the source for company transformation in today’s consumer-focused environment. 

In addition to these updates, the following are some of the new cutting-edge topics in Principles of Marketing 4.0 that you may want your students to learn about: 

  1. Mapping the customer's journey

  2. Artificial intelligence 

  3. Augmented and virtual reality

  4. Facial recognition and QR payment apps

  5. Blockchain's use in marketing and ad tracking

  6. The sharing economy and extensions of service-dominant logic in the marketplace

  7. Brand promise and the interplay with cocreation of value

  8. Customer engagement

  9. Content marketing

  10. Online reputation management (ORM)

  11. Experiential marketing

  12. Search engine optimization

  13. User-generated content

  14. Social media best practices

  15. Social media marketing in B2B markets

  16. Crowdfunding and crowdsourcing

  17. New Federal Trade Commission (FTC) guidelines about paid online reviews and “likes”

  18. Native advertising

  19. Big data

  20. Data brokers

  21. Predictive analytics

  22. The Internet of Things (IoT)

 As with the previous edition, we have updated the text to include new examples, videos, and illustrations that better reflect the latest in how marketing actually gets done. One important new feature is embedded profiles, or short profiles of marketing professionals embedded as examples of how marketing gets done. Our hope is that these inspire your students to consider the possibilities open to them as marketing professionals.

Last, but not least, the platform for our product allows us to update it continuously. If you have suggestions for new topics and new examples, we would love to about hear them and incorporate them in an updated version of the text. The platform also allows you to customize the content with information you want your students to learn about.