Very helpful addition of career focus. Students will benefit from the information and help in applying marketing to their own career search. Well written concise coverage of the concepts with current, relevant examples.
[social media in action]Theory and practice go hand in hand. The authors provide the theoretical basis for the importance of social media and then with the examples and exercises create a learning environment that is right on target.
[social media in action] Powerful. Most of what I hear from students is that they’d like to hear more of the ‘how’ when it comes to everything. This is a great way to show the how aspect in a fun way.
WOW! Great change! The integration of personalization from an executive perspective scattered throughout the text topics brings reality into the discussion and shows how these elements actually work in a business environment.
[Integration] Ethics and globalization and social media impact all aspects of marketing such as pricing, place, product and promotion so it should be integrated into these marketing mixes. Also, applying and integrating ethics, globalization and social media makes it easier for the students to understand the impact of these on consumer behavior throughout marketing and makes them less generalized.
[social media application] Also, I would use this text especially for the social media applications. This is where college students are today & represents HOW they get & give information. I love it in each chapter in the H-M text!
My current book cover the sections in this chapter across three chapters. I feel that this chapter  is much refined and more useful than the ones I currently used.
As I had noted in my initial review, this chapter  integrates information from two chapters on B2C and B2B into one concisely. Thus, it makes teaching issues related to target market consumers and industrial buyers a lot more easier given that there time constraints. What’s more, this approach enables the discussion of the elements of marketing faster.
The Hunt/Mello (H-M) chapter  really provides a readable condensation of promotional strategies, that touch on, I feel, the critical elements of this topic.
Executive perspectives are excellent. Very current, well written.
This text explains all of the major areas in pricing and only in one chapter  (yes!). Thank you. There is so much value in this.
This is an excellent chapter  to include! I have taught this course for many years, and this has been a huge short fall in teaching the course. It is good to see some coverage of ‘Control’.