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Cover of Principles of Marketing v5.0
September 2022
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ISBN (Digital): 

Principles of Marketing

Version 5.0
By Jeff Tanner and Mary Anne Raymond

Key Features

Outstanding treatment of contemporary topics includes:

  • Unique focus on creating customer value updates the 4Ps
  • Cutting-edge coverage of digital marketing and social media
  • Key focus on ethics and ethical marketing
  • Over 70 embedded videolinks to promotions, marketing scenarios, ads, social media, and other engaging examples of how marketing is done in the real world
  • Supportive learning features in each chapter:
    • “Learning Objectives” preview each main head section and help focus the reader’s attention
    • Brief profiles of real-world marketers sprinkled throughout provide insights into potential marketing careers, the organizational role of marketing, and how to succeed in marketing
    • “Key Takeaways” at the end of every main head section summarize new information while it is fresh in the reader’s mind to encourage retention
    • “Review Questions” at the end of every main head section prompt deeper understanding and critical reflection
    • Chapter End
      • “Discussion Questions” help students consolidate what they have learned and prepare for tests
      • “Activities” engage students and help them master key concepts
      • Case Studies with discussions questions and suggested answer guidelines included in the instructor’s manual
  • Customizable


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Online Access Price:  $36.95 Color Printed Textbook with Online Access Price:  $63.95
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Principles of Marketing is suitable for courses called Introduction to Marketing, Principles of Marketing, or similar titles taught at the undergraduate level in two- and four-year colleges and universities.

Principles of Marketing is a thorough overview of marketing basics conveyed in a concise, user-friendly narrative. Its practical approach focuses on how marketing is actually done in today's world and highlights the role of marketing as the key source for company transformation in our consumer-oriented economy. As a result, this book features particularly strong coverage of digital marketing and social media compiled by two outstanding marketing scholars who are also accomplished practitioners and expert teachers.

New in This Version

  • New value propositions and corporate profile (Section 2.1)
  • More on digital transformation and supplier issues during the pandemic (Section 2.2)
  • New types of market development strategies prompted by the pandemic (Section 2.3)
  • AIS furniture manufacturing case study (Section 2.7)
  • The impact of the coronavirus pandemic on consumer behavior (Chapter 3)
  • New types of consumer payment methods (Chapter 3)
  • Updated information on companies with top-brand values (Chapter 3)
  • New discussion of VARS (value-added resellers) (Chapter 4)
  • Expanded coverage of B2B content marketing including how to leverage social networks (Chapter 4)
  • Video guide to setting up a virtual tradeshow (Chapter 4)
  • Cabela’s and Bass Pro case study (Chapter 5)
  • Privacy concerns and Meta Platform’s use of facial recognition software (Chapter 5)
  • Digital ethnographies (Chapter 5)
  • Customer experience (CX) (Chapter 6)
  • Smart packaging, active packaging, and intelligent packaging (Chapter 6)
  • “What’s My Line?” case study (Chapter 6)
  • Innovative product concepts that create open work environments (Section 7.2)
  • Accelerated new product development during the pandemic (Section 7.4)
  • Gemelli Biotech case study (Section 7.4)
  • Integrated Marketing Communications (IMC) during the pandemic (Section 11.1)
  • New product introduction by different competitors (chicken sandwiches) (Section 11.1)
  • Budget details that illustrate how digital media dominates advertising expenditures worldwide (Section 11.5)
  • Experiential marketing video (Section 11.8)
  • Gemelli Biotech (Section 11.8)
  • Student credit cards case study (Section 11.1)
  • Updated information about demographic use of social media sites (Chapter 12)
  • Chatbots (Chapter 12)
  • Turner, Inc. case study (Chapter 13)
  • Organic spread and user-generated content (Chapter 14)
  • Quicker Car Rental case study (Chapter 14)
  • Impact of the pandemic on product costs (Section 15.2)
  • Dollar Tree’s new pricing strategy (Section 15.3)
  • Increased cost of dining out case study (Section 15.5)
  • New focus on customer experience (Chapter 16 Introduction)
  • Lisi Learch Jewelry case study (Section 16.6)
  • Over half the case studies and many company profiles are new
FlatWorld Homework System

FlatWorld Homework

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Instructor’s Manual

Instructor’s Manual

The Instructor’s Manual guides you through the main concepts of each chapter and important elements such as learning objectives, key terms, and key takeaways. Can include answers to chapter exercises, group activity suggestions, and discussion questions.

Instructor’s Manual

PowerPoint Lecture Notes

PowerPoint Lecture Notes

A PowerPoint presentation highlighting key learning objectives and the main concepts for each chapter are available for you to use in your classroom. You can either cut and paste sections or use the presentation as a whole.

PowerPoint Lecture Notes

Test Generator - powered by Cognero

Test Generator - powered by Cognero

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Test Bank Files for Import to Learning Management Systems

Test Bank Files for Import to Learning Management Systems

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Test Item File

Test Item File

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Sample Syllabi

Sample Syllabi

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Other Supplements

Other Supplements

Suggested Answers to Chapter-End Cases

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Jeff Tanner Old Dominion University

John F. (Jeff) Tanner, Jr., is the former Dean of the Strome College of Business, Old Dominion University and Professor Emeritus of Marketing, Baylor University. He is the author or coauthor of fifteen books, including best-selling textbooks such as Selling: Building Partnerships and several books for practitioners, most recently Analytics & Dynamic Customer Strategy: Big Profits from Big Data. His books have been translated into several languages and distributed in over thirty countries. 

Dr. Tanner spent eight years in marketing and sales with Rockwell International and Xerox Corporation. In 1988, he earned his PhD from the University of Georgia and joined the faculty at Baylor University. In 2015, he was named Dean of Old Dominion University’s Strome College of Business. Dr. Tanner has taught executives and business students around the world, including in Colombia, India, Mexico, Canada, France, Ireland, Australia, Malawi, and Trinidad. 

In addition to writing and research, Dr. Tanner maintains an active consulting and training practice. Recent clients include Cativa, Teradata, EMC, and others. He is the founder and a partner in JK Tanner Inc., an investment firm and Bienestar, a consultancy supporting sustainability and growth for non-profits. He serves on the board of VersAbility, a $60m organization that supports and employs people with disabilities, as well as the Commonwealth of Virginia’s Horse Racing Commission.

Mary Anne Raymond Clemson University

Mary Anne Raymond is the Thomas F. Chapman Leadership Distinguished Professor of Leadership, a Professor of Marketing, and the Director of the Thomas F. Chapman Leadership Scholars program at the Wilbur O. and Ann Powers College of Business at Clemson University. Prior to joining the faculty at Clemson, she served on the faculty at American University in Washington, DC, as Interim Director of the Graduate Marketing Program at Johns Hopkins University, and as an invited Fulbright Professor of Marketing at Seoul National University in Seoul, Korea. In addition to teaching marketing in Korea for two years, Dr. Raymond taught in France and helped develop marketing programs in Spain, England, and Denmark

Dr. Raymond received her PhD from the University of Georgia. She has extensive industry experience doing strategic planning and acquisition analysis, marketing research, and investment analysis for Holiday Inns, Inc.; Freeport Sulphur; and Howard, Weil, Labouisse, Friedrichs. Dr. Raymond also does consulting, seminars, and marketing training for multinational companies, which have included organizations such as Merit Communications in Seoul, Korea; the Conference Center and Inn at Clemson University; and Ssangyong Group.

Her research focuses on strategy in domestic and international markets, public policy issues, and social marketing. Recently, she served as one of the Principal Investigators for a grant with the Department of Defense focused on “Facilitating Necessary Mental Health Treatment for Soldiers.” Dr. Raymond has published over one hundred papers appearing in journals such as the Journal of International Marketing, International Marketing Review, Journal of Advertising Research, Journal of Advertising, Journal of Business Research, Personal Selling and Sales Management, and the Journal of Public Policy and Marketing. Dr. Raymond has received numerous teaching and research awards including the Professor of the Year Award from Clemson University Panhellenic Association, the Undergraduate Teaching Excellence Award from the College of Business and Behavioral Science at Clemson three times, the Eli Lilly Faculty Excellence Awards for Outstanding Research and Outstanding Teaching, the Eli Lilly Partnership Award, and recognition for Leadership in Student Development from the Dow Chemical Company. Dr. Raymond was also recently awarded the coveted Axcess-Capon Distinguished Teaching Award.

Additions & Errata

3/8/23: Updated URLs in the following:

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