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Tanner maintains an active consulting and training practice. Tanner has taught executives and business students around the world, including in Colombia, India, Mexico, Canada, France, Ireland, Australia, Malawi, and Trinidad. In 1988, he earned his PhD from the University of Georgia and joined the faculty at Baylor University, where he is now Professor Emeritus. Tanner spent eight years in marketing and sales with Rockwell International and Xerox Corporation. His books have been translated into several languages and distributed in over thirty countries.ĭr.
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He is the author or coauthor of fifteen books, including best-selling textbooks such as Selling: Building Partnerships and several books for practitioners, most recently Analytics & Dynamic Customer Strategy: Big Profits from Big Data. He is an internationally recognized expert in sales and sales management. (Jeff) Tanner Jr., is Dean of the Strome College of Business, Old Dominion University. See how easy it is to customize a textbook in this 4 minute demo: Flat World Editing Platform Video Demo With the potential to capture so much more detail about transactions, marketers should now be able to answer “Is this marketing strategy really worth it?”, “What is the marketing ROI?” and “What is this customer worth to us over their lifetime?”Īdditionally, the Flat World Knowledge publishing model allows instructors to adapt the textbook to the exact needs of their specific class and student body. And today’s marketing professionals must understand the world in which they and their companies operate. farming, almost every industry and company needs strong global awareness. Whether it is today's price of gasoline, high profile elections, or Midwestern U.S. The authors make consistent references to ethical situations throughout chapter coverage, and end of chapter materials often encompass ethical situations. This is often referred to as the triple bottom line of financial, social, and environmental performance. Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. They are evaluating the entire experience. Consumers don't sacrifice value when alternating between a product and a service. This textbook employs the term ”offering“ instead of the more traditional first "P" product.