The marketing world is changing rapidly.  Global economic conditions, political situations, and competitive landscapes are in constant flux.  Marketing approaches that worked yesterday may not work tomorrow.  Increasingly, marketing success requires doing things differently.  Students will face a marketing environment different than the one discussed in our classes today.  Learning what was done in the past will not prepare them entirely for what they need to do tomorrow.  Consequently, in the third edition of Marketing: Principles & Perspectives, we have presented the topics that remain relevant and important, as well as emphasizing new thinking and approaches to the marketing practice.  Because students need to be prepared to operate in the complex and dynamic marketing world of the future, they need to develop the capacity to think and act like marketers in a difficult and uncertain environment.  This requires the ability to assess complex and changing marketing situations, to determine the best marketing strategies for these situations, and to execute the strategies effectively. 

 

Every idea presented in the text and expanded upon in the accompanying teaching resources is intended to help students develop the understanding and skills to become successful marketers.  The text is designed to facilitate student learning from individual reading and study.  The teaching resources provide useful tolls for instructors to go beyond what is covered in the text.  Together, the text and teaching resources represent an integrated package for preparing students for marketing in the future.