We are very excited to tell you that the 19th edition of Basic Marketing was just printed! The publishers call it bound book date (BBD). Copies of the new book will be in McGraw-Hill’s warehouse by March 1. Immediately below we have a quick summary of the major changes with this edition. We also posted a video you can watch where Joe tells you about why you should look at the 19th edition. We prepared two versions of the video — one for those of you not familiar with our book (see below) and one for those already using one of our books (click here). We offer a sampler of our new YouTube PowerPoints and a chapter-by-chapter overview (see more below).
The latest edition of the book includes hundreds of changes and updates. The biggest changes include the following:
- One less chapter. Our former chapter 5, “Demographic Dimensions of Global Consumer Markets” has been dropped from this edition. That said, the most important content from this chapter has migrated to chapters 3, 4 and 5 in the new edition. Click the icon below to download a chapter-by-chapter list of changes to the 19th edition.
- Big data and analytics. Our blog has been all over big data and analytics for the last year. We see this as an emerging trend in business practice. A major theme of this revision is our integration of big data and related analytics. As with other special topics (services, international, ethics, social media, sustainability and more), Basic Marketing integrates big data across many different chapters — from segmentation to market research, all four Ps, implementation, and ethics.
- Digital lives of customers. Cellular networks, the Internet, computing and other technology continue to influence how consumers buy and companies sell. Our updates address the latest trends in this area.
- LearnSmart adaptive learning technology. This edition of Basic Marketing includes LearnSmart adaptive learning and study tools. My students love this study tool — and I do as well. They learn better and study more efficiently.
- YouTube PowerPoints. With this edition of Basic Marketing we have embedded YouTube videos into our PowerPoint slides — about 80 in total. Now you can bring viral videos, ads, case studies, and virtual guest speakers into your classroom in a slick, well-integrated presentation. We have prepared a “sampler package” of these slide-videos which you can download here. There are three components (click to automatically download the file):
You can catch an author overview in the video below. Check out why we think you should review Basic Marketing again for the very first time.
What do you think? Post your comments below. Would you like an examination copy? Contact your McGraw-Hill sales rep for your examination copy of the textbook. If you don’t know your rep, click on the contact link in our banner at the top of this page and send us a message. We will put you in touch with the right people at McGraw-Hill.