New to This Edition All That’s New: Marketing in a Digital Age of Customer Value and Engagement The nineteenth edition of Principles of Marketing reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Here are just some of the major new and continuing changes you’ll […]
THIS IS A BOOK about friendship, about loyalty, about believing in one another. It was because of that friendship, and that belief, that we set out on the journey to explore the ideas in this book and eventually came to write it. We met twenty years ago in a classroom—one the professor, the other the […]
This book is the result of thousands of conversations with hundreds of companies over the last 12 years. On January 1, 2000, I started the new century with a new career on the web. Since that day, I’ve immersed myself in nearly every aspect of digital marketing. In April 2001, I co-founded a web design […]
It was 0-0. Our opponents were on our 10-yard line. We had stopped them seven plays in a row. It was impressive. We must have had a penalty or something, because as I recall they hadn’t gotten a first down. But now it was 4th and goal late in the fourth quarter. All we had […]
When I wrote the first edition of this book in 2010, it came largely from my personal experience. I started consulting as a freelance writer for nonprofits in 1998, after nearly a decade of work- ing for nonprofits as a staff member, dedicated board member, and volunteer. My freelance writing career was quickly revolutionized like […]
After two years of hard work and no pay, I closed the doors of my digital marketing agency and applied for a job. At that moment, I was very happy that somebody hired me. Two years later I decided to leave that job to launch a new agency. Within a year, we were making a […]
Everyone should have a YouTube channel. Literally everyone, but especially brands. When I see brands that don’t have a presence on YouTube, I think they’re insane. It’s unfathomable that anyone isn’t capitalizing on the opportunity there. It’s the most coveted job in America, and with good reason. It is quite literally a gold mine. When […]
Confession: I’m not one for small talk. (Please, if we ever meet, don’t ask me about the weather. There are apps for that!) I’d rather talk to you about your impending divorce, the new organizational hack you just learned, that viral TikTok caprese salad, your toddler’s tantrum, or the odd shape of that mole under […]
My eight-year old daughter, Misha, wants to be a YouTuber when she grows up. That probably comes as no surprise—many young kids find out what their parents do and decide that’s their ambition, too (in addition to becoming a firefighter and zoo keeper). My daughter sees me using online platforms to talk to people and […]
Digital marketing is about keeping the faith. The faith that you can seduce someone to buy more, vote differently, or just love your brand—all in a 250 x 250–pixel box as they’re scrolling through websites, purposefully trying to avoid the message you’re sending. It’s about timing, extraordinary scale, and hoping that customers willing to pay […]
Marketing: The Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they […]
Marketing is part science, part art and is truly one of the most fulfilling roles you can play in business. Today, marketing embodies science through data and predictive analytics; psy-chology through consumer behavior studies and applications; emotions through events and engagement that spark inspiration and excitement; technology that breaks down boundaries; and art that invites […]