Page 20 - Marketing Management

• Interactive Elements—A wealth of hands-on activities and exercises let you experience and
learn actively.
• Current Events Articles—Concise, highly relevant articles about the latest marketing re-
lated news with thought provoking short essay questions.
• Critical Thinking Challenge Question—These questions measure core critical-thinking
skills through the context of marketing applications. To answer these questions, you will
need to recognize assumptions, evaluate arguments, identify relevant issues, draw infer-
ences, spot logical flaws, and recognize similarities between arguments. Knowledge of mar-
keting content picked up through the text and the class will help you zero in on the correct
issues, but you will still need to exercise critical judgment in order to get the correct answer.

Marketing Management Cases
Prentice Hall Custom Business Resources can provide instructors and students with all the
cases and articles needed to enhance and maximize learning in a marketing course. Instructors
can create Custom CoursePacks or Custom CaseBooks. Resources include top-tier cases from
Darden, Harvard, Ivey, NACRA, and Thunderbird, plus full access to a database of articles. For
details on how to order these value-priced packages, contact your local representative or visit
the Prentice Hall Custom Business Resources Web site at www.prenhall.com/custombusiness.

Marketing Management Video Gallery
Make your classroom “newsworthy.” PH has updated the Marketing Management video li-
brary for the 14th edition. A full library of video segments accompany this edition featuring
issue-focused footage such as interviews with top executives, objective reporting by real news
anchors, industry research analysts, and marketing and advertising campaign experts. A full
video guide, including synopses, discussion questions, and teaching suggestions, is available
on the IRC (online and on CD-ROM) to accompany the video library.

The Marketing Plan Handbook, 4th edition,
with Marketing Plan Pro

Marketing Plan Pro is a highly rated commercial software program that guides you through
the entire marketing plan process. The software is totally interactive and features 10 sample
marketing plans, step-by-step guides, and customizable charts. Customize your marketing
plan to fit your marketing needs by following easy-to-use plan wizards. Follow the clearly out-
lined steps from strategy to implementation. Click to print, and your text, spreadsheet, and
charts come together to create a powerful marketing plan. The new The Marketing Plan
Handbook, by Marian Burk Wood, supplements the in-text marketing plan material with an
in-depth guide to what student marketers really need to know. A structured learning process
leads to a complete and actionable marketing plan. Also included are timely, real-world exam-
ples that illustrate key points, sample marketing plans, and Internet resources.

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