The new standard text book is out.
A foundation in business-to-business marketing that emphasizes the dynamics of the marketplace.
Prepare students for the reading-accessible – Chapter-Opening Material. This text offers several features at the start of each chapter that will help students familiarize themselves with the chapter material:
• Informal Overview: Each chapter begins with an informal overview that prepares students for what they will learn in the chapter, opening vignettes and other chapter features.
• Opening Vignette: The vignettes, which appear after the overview, work to deepen students‘ understanding of the new material and prepare them for the main chapter content.
• Learning Objectives: Learning objectives help to give students a sense of purpose before they begin the reading.
Help students make the connection between concepts – Continuing Case. Sensacon, this text’s continuing case, follows the development of a startup company as it moves into its growth stage, showing the many challenges it faces along the way. This case first appears as an example in Chapter 8 and is subsequently referred to in the following chapters. At end of the text, it is presented along with the all the other cases in a consolidated format.
Reinforce the material with practical experience – Case Studies. Several case studies for both analysis and discussion are included in this text – all of which are original and based on real-world situations.
Use the author team’s personal insight as a resource – Author-Written Instructor’s Manual. This author-written manual was developed to reinforce the concepts and context of business-to-business marketing based on the authors‘ experiences on what worked in their classrooms.