The fifth edition of Marketing: An Introduction provides extensive coverage of the new marketing technologies that are revolutionizing the way companies bring value to their customers. A new Chapter 14, "Direct and Online Marketing," introduces students to the burgeoning use of Internet, database, and related technologies that promise to change the very nature of buying and selling. People everywhere in the world can access online services and the Internet to give and get advice on products, determine the best values, and reap the many benefits of electronic commerce. From the virtual reality displays that test new products to online virtual stores that sell them, the technology boom has created exciting new ways to learn about and track customers, create products and services tailored to meet customer needs, distribute products more efficiently and effectively, and communicate with customers in large groups or one-to-one. In this new chapter-and in dozens of new examples, Marketing at Work highlights, and illustrations throughout the text-students will learn about the wonders of new marketing technologies, from the Internet, database marketing, and mass customization to Web-based marketing research and technological advances in marketing logistics. New Traveling the Net sections at the end of each chapter provide applications and exercises that guide students through the fascinating world of marketing and the Internet.

The new edition contains new material on a wide range of important topics: environmental sustainability and environmental management, diversity, levels of market segmentation, "markets of one" or one-to-one marketing, internal and online marketing databases, Internet and online marketing research, Internet purchasing, value-added marketing, integrated marketing communications, third-party logistics, integrated direct marketing, international marketing, and socially responsible marketing.

The fifth edition of Marketing: An Introduction has been streamlined to better fit today's multifaceted classroom. Despite the addition of a new chapter and much new coverage of marketing technologies, the text contains one less chapter than the previous edition-a total of 16 chapters. First, the consumer behavior and business buyer behavior chapters have been merged into a single, integrated buyer behavior chapter. Integrated marketing communications is now presented in three chapters: IMC: Advertising and Public Relations; IMC: Personal Selling and Sales Promotion; and Direct and Online Marketing. The result is a more streamlined text that still provides complete coverage of marketing basics yet allows instructors the freedom to include more cases, videos, and other materials tailored to their individual classroom preferences.

Finally, the fifth edition has been thoroughly refreshed, with dozens of new and updated Marketing at Work highlights, video cases, ads and illustrations, and in-text examples. Tables, figures, references, and exhibits have been carefully updated. The Careers in Marketing appendix has been reworked and refreshed.

The revision further enhances a number of major marketing themes, including:

• Delivering superior customer value, satisfaction, and quality-market-centered strategy and "taking care of the customer."
  
  
• Relationship marketing—keeping customers and capturing customer lifetime value by building value-laden customer relationships.
  
  
• Marketing technologies—the Internet and other information and communications technologies that are revolutionizing the ways companies deliver customer value.
  
  
• Total marketing quality—the importance of customer-driven, total quality as a means of delivering total customer satisfaction.
  
  
• Value-delivery networks—cross-functional teamwork within companies and cross-company, supply-chain partnerships to create effective customer value-delivery systems.
  
  
• Global marketing—chapter-by-chapter, integrated coverage plus a full chapter focusing on international marketing considerations.
  
  
• Marketing ethics, environmentalism, and social responsibility—chapter-by-chapter integrated coverage plus a full chapter on marketing ethics and social responsibility.