No book is the work only of its authors. We greatly appreciate the valuable contributions of several people who helped make this new edition possible. As always, we owe extra-special thanks to Keri Jean Miksza for her dedicated and valuable contributions to all phases of the project and to her husband Pete and daughters Lucy and Mary for all the support they provide Keri during this very absorbing project.
We owe substantial thanks to Andy Norman of Drake University for his skillful help in developing chapter vignettes and highlights, company and video cases, PowerPoint presentations, and the marketing plan appendix. This and many previous editions have benefited greatly from Andy’s assistance. We also thank Colette Wolfson of the Ivy Tech Community College School of Business for her dedicated efforts in preparing end-of-chapter materials. Additional thanks go to Carol Davis at California State University Monterey Bay for her work in updating the Instructor’s Manual and Test Item File. Finally, we’d like to thank the professors who assisted with our work on MyMarketingLab: Arlene Green, Indian River State College; Mahmood Khan, Virginia Tech; Todd Korol, Monroe Community College; Susan Schanne, Eastern Michigan University; and Sarah Shepler, Ivy Tech Community College. All of these contributors are greatly appreciated in making the seventeenth edition of Principles of Marketing a robust teaching and learning system.
Many reviewers at other colleges and universities provided valuable comments and suggestions for this and previous editions. We are indebted to the following colleagues for their thoughtful input:
Sucheta Ahlawat, Kean University
Darrell E. Bartholomew, Rider University
Leta Beard, University of Washington
Greg Black, Metropolitan State University of Denver
Christopher P. Blocker, Colorado State University
Kathryn Boys, Virginia Tech
Rod Carveth, Naugatuck Valley Community College
Anindja Chatterjee, Slippery Rock University of Pennsylvania
Christina Chung, Ramapo College of New Jersey
Ed Chung, Elizabethtown College
Marianne Collins, Winona State University
Mary Conran, Temple University
Eloise Coupey, Virginia Tech
Deborah L. Cowles, Virginia Commonwealth University
Alan Dick, University of Buffalo
Patti Diggin, West Chester University of Pennsylvania
Frank Franzak, Virginia Commonwealth University
George J. Gannage Jr., Embry Riddle Aeronautical University
David A. Gilliam, University of Arkansas at Little Rock
Karen Gore, Ivy Tech Community College, Evansville Campus
Deborah M. Gray, Central Michigan University
Amy Handlin, Monmouth University
James Heyman, University of St. Thomas
Ken Knox, Eastern Gateway Community College
Ann T. Kuzma, Minnesota State University, Mankato
Geoffrey P. Lantos, Stonehill College
Charles Lee, Chestnut Hill College
Yun Jung Lee, Adelphi University
Carolyn A. Massiah, University of Central Florida
Samuel McNeely, Murray State University
Chip Miller, Drake University
Linda Morable, Richland College
Randy Moser, Elon University
David Murphy, Madisonville Community College
Esther Page-Wood, Western Michigan University
Ed Petkus Jr., Ramapo College of New Jersey
Tim Reisenwitz, Valdosta State University
Mary Ellen Rosetti, Hudson Valley Community College
William Ryan, University of Connecticut
James Sawhill, Washington University–Missouri
Mid Semple, SUNY Broome
Roberta Schultz, Western Michigan University
Shweta Singh, Kean University
Michaeline Skiba, Monmouth University
Joseph G. Slifko Jr., Pennsylvania Highlands Community College
J. Alexander Smith, Oklahoma City University
Deb Utter, Boston University
Donna Waldron, Manchester Community College
Wendel Weaver, Oklahoma Wesleyan University
Susan D. Williams, New Jersey City University
Douglas Witt, Brigham Young University
Poh-Lin Yeoh, Bentley University
We also owe a great deal to the people at Pearson Education who helped develop this book. Portfolio Manager Dan Tylman provided resources and support during the revision. Editorial Coordinator Linda Albelli and Project Manager Karin Williams provided valuable assistance and advice in guiding this complex revision project through development, design, and production. We’d also like to thank Director of Portfolio Management Stephanie Wall for her strong guidance and support along the way as well as the expertise of Managing Producer Ashley Santora, Director of Production Jeff Holcomb, and Product Marketer Becky Brown. We are proud to be associated with the fine professionals at Pearson. We also owe a mighty debt of gratitude to Senior Project Manager Charles Fisher, Associate Managing Editor Allison Campbell, Design Manager Emily Friel, and the rest of the team at Integra for their fine work on this edition.
Finally, we owe many thanks to our families for all of their support and encouragement—Kathy, Betty, Mandy, Matt, KC, Keri, Delaney, Molly, Macy, and Ben from the Armstrong clan and Nancy, Amy, Melissa, and Jessica from the Kotler family. To them, we dedicate this book.
Gary Armstrong
Philip Kotler
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