Each chapter starts with a dramatic marketing story that introduces the chapter material and arouses student interest.

Chapter-opening objectives
Each chapter begins with learning objectives that preview the flow of concepts in the chapter.

Marketing highlights
Additional examples and important information are featured in Marketing Highlight exhibits throughout the text.

Key terms
Key terms are highlighted within the text, clearly defined in the margins of the pages on which they appear, and listed at the end of each chapter.

Internet Connection exercises
Each chapter ends with a carefully designed Internet exercise that demonstrates the power of the Web as a marketing tool.

Chapter-ending summaries
At the end of each chapter, summaries are provided for each chapter objective to reinforce main points and concepts.

Connecting with the Concepts discussion and applications questions
Each chapter contains a set of discussion questions and application exercises covering major chapter concepts.

Company cases
Company Cases for class or written discussion are provided at the end of each chapter, with integrative comprehensive cases following each major part of the text. These cases challenge students to apply marketing principles to companies in real situations.

Video cases
A full selection of written video cases accompanies the ninth edition, supported by exciting and original videos developed for Principles of Marketing. The videos and cases help to bring key marketing concepts and issues to life in the classroom.

Appendixes
Three appendixes, "Measuring and Forecasting Demand," "Marketing Arithmetic," and "Careers in Marketing," provide additional, practical information for students.

Glossary
At the end of the book, an extensive glossary provides quick reference to the key terms found in the book.

Indexes
Subject, company, and author indexes reference all information and examples in the book.