Advanced Marketing

Grades:��9 - 12

1st Edition | ©2026 | Cannon, Perreault Jr., and McCarthy

Based on the best-selling title Essentials of Marketing, this program equips ʯ��Ƶ��ɫ�� with a comprehensive toolkit for crafting impactful marketing strategies that beneﬁt both business and society. Advanced Marketing covers every essential stage, from strategic planning to real-world application, while exploring todayʯ��Ƶ��ɫ��s most pressing topics in marketing.

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Program Details

Itʯ��Ƶ��ɫ��s Time to Master Modern Marketing
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In a rapidly evolving market landscape, effective marketing requires more than creativityʯ��Ƶ��ɫ��it demands purpose, strategy, and a keen understanding of the broader economic and social impact. Advanced Marketing goes beyond the fundamentals to equip ʯ��Ƶ��ɫ�� with a comprehensive toolkit for crafting impactful marketing strategies that benefit both business and society.��
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Foundational principles ʯ��Ƶ��ɫ�� The original version of this program, called Basic Marketing, introduced the four Pʯ��Ƶ��ɫ��sʯ��Ƶ��ɫ��Product, Place, Promotion, and Priceʯ��Ƶ��ɫ��which is widely used as a marketing principle today.��
A modern approach ʯ��Ƶ��ɫ�� Students extend beyond basic principles to purpose-driven marketing, strategic analysis, and how best to gain and use customer insights.��
Research-based learning design ʯ��Ƶ��ɫ�� With clear learning objectives; visually vibrant images, charts, and study features; and excellent questions and problems, ʯ��Ƶ��ɫ�� will thrive in this course.��
Dynamic learning resources ʯ��Ƶ��ɫ�� Available through your learning management system or an easy-to-use portal, ʯ��Ƶ��ɫ�� engage with an interactive eBook, videos, rich assessment, soft skills activities, and a Career Center to help make them future-ready.��

Powerful Resource Features Include:��

Videos that engage ʯ��Ƶ��ɫ�� and reinforce concepts��
Rich assessment with auto-grading that ensures ʯ��Ƶ��ɫ�� understand concepts��
Extensive soft skills activities and an exploratory Career Center which empowers future-ready ʯ��Ƶ��ɫ�� (see pages 5ʯ��Ƶ��ɫ��6)��
An interactive eBook that provides study tools, assessments, and a read-aloud feature, and a mobile app that enables ʯ��Ƶ��ɫ�� to study on the go��

Access is made easy through your learning management system or single sign-on. Online teacher materials in the platform support instruction. See page 4 for more details on digital resources.��

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Chapter 1 ʯ��Ƶ��ɫ�� Marketingʯ��Ƶ��ɫ��s Value to Consumers, Firms, and Society

Chapter 2 ʯ��Ƶ��ɫ�� Marketing Strategy Planning

Chapter 3 ʯ��Ƶ��ɫ�� Evaluating Opportunities in the Changing Market Environment

Chapter 4 ʯ��Ƶ��ɫ�� Focusing Marketing Strategy with Segmentation and Positioning

Chapter 5 ʯ��Ƶ��ɫ�� Final Consumers and Their Buying Behavior

Chapter 6 ʯ��Ƶ��ɫ�� Business and Organizational Customers and Their Buying Behavior

Chapter 7 ʯ��Ƶ��ɫ�� Improving Decisions with Marketing Information

Chapter 8 ʯ��Ƶ��ɫ�� Elements of Product Planning for Goods and Services

Chapter 9 ʯ��Ƶ��ɫ�� Product Management and New-Product Development

Chapter 10 ʯ��Ƶ��ɫ�� Place and Development of Channel Systems

Chapter 11 ʯ��Ƶ��ɫ�� Distribution, Customer Service, and Logistics

Chapter 12 ʯ��Ƶ��ɫ�� Retailers, Wholesalers, and Their Strategy Planning

Chapter 13 ʯ��Ƶ��ɫ�� Promotion: Introduction to Integrated Marketing Communications

Chapter 14 ʯ��Ƶ��ɫ�� Personal Selling and Customer Service

Chapter 15 ʯ��Ƶ��ɫ�� Advertising and Sales Promotion

Chapter 16 ʯ��Ƶ��ɫ�� Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Chapter 17 ʯ��Ƶ��ɫ�� Pricing Objectives and Policies

Chapter 18 ʯ��Ƶ��ɫ�� Price Setting in the Business World

Chapter 19 ʯ��Ƶ��ɫ�� Appraisal, Review, and Reflection of Marketing in the 21st Century

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