vi PREFACE
Learningis notalwaysaboutsuccessstories.Diagnosingproblemsandfailuresis an
importantaspectofcriticalthinking,andexamplesofsuchareintroducedtochallengestu
dentstolearnfromothers'mistakesandbettermanagereal-worldproblems.A CLEAR,EFFECTIVEORGANIZATION
Timeisa pre ciouscommoditytoinstructorsandstudents.Marketfeedbackrevealedthat
instructorswantanintroductorymarketingtextthat(1)coversthebasicswelland(2)omits
unnecessarydetail.CarefulseleCtionoftopics,appropriatedepthofcoverage,andconcise
writinghelpcdusmeetthosetwoobjectives.Insteadofthetypical20-25chapters, thistext
offers 10 chaptersofmanageablelength.HELPFULPEDAGOGY
Weintroduceseveralfeaturestoreinforcelearningandhelpstudentsbuildbusinessskills
that theycanuseontnejob.Ourcomprenensivelearningsystemenablesstudentstomas-
termaterialsquicklyandthoroughly.Somefeaturesofthatsystemincludeopeningvignettes,
performance-basec learningobjectives, conceptreviews, IntegratedMarketing boxes,
Newslineboxes,end-of-chapterprojec~s,andend-ofchaptercases.SUPPLEMENTSOFTHEBOOK
TheInstructor'sManualwithTestQuestionsprovideshelpfulteachingideas,advice
oncoursedevelopment,sampleassignments andchapter-by-chaptertexthighlights,
learningobjectives,lectureoutlines,classexercisesandmore.Thismanualalso
includesmultiplechoice,true/false,andshortanswertextquestionsforeach chapter.- PowerPoint Presentations are available for download via the text web site
(www.wiley.com/college/burnett).Theseslidescontainlectureoutlinesforeachchap-
terofthetext. - AcomputerizedversionoftheTestBankisavailabletoinstructorsforcustomiza-
tionoftheirexams. - Additionalonlineresourcesareavailabletoinstructorsviathetextwebsite.These
resourcesinclude:In Practiceexercise~foreachchapter,whichrelatedirectlyto
theWallStreet,Journalarticleson-line;aninteractiveStudyGuide;interactiveweb-
basedcases;on-linechaptersummaries;a ReadingRoomcontainingon-linearti-
clesfromthe WallStreetJournal,whichcorrelatewithkeyconceptsandtopicswithin
eacJlchapterofthetext; andmore.
ACKNOWLEDGMENTS
introducingMarketing,FirstEditionbenefitsfrominsightsprovidedfrommarketingedu-
catorsaround the countrythatcarefullyreadandcritiqueddraftchapters.I ampleasedto
expressmyappreciationtothefollowingcolleaguesfortheircontributions: