NEW! Updated content with focus on three key marketing changes
The three main marketing changes are economic, environmental and technological. The updated content places its emphasis on marketing during economic downturns and recessions, the rise of sustainability and green marketing, and the increased development of computing power, the Internet and mobile phones.
NEW! Marketing Insights and Marketing Memo In-Text Boxes
Almost half of the in-text boxes are new. The in-text boxes provide in-depth conceptual and practical commentary which use actual companies and situations to cover a variety of products, services and markets.
NEW! Marketing in Action mini-cases
These mini-cases available at the end of each chapter will highlight innovative and insightful marketing accomplishments from leading organizations.
NEW! Video Banks
The featured videos and advertisements will help link concepts to applications.
Available separately, MyMarketingLab is an online tutorial and assessment platform correlated to the book that provides interactive elements and hands-on exercises for students. The interactive elements include features such as using an online e-text with search, highlighting and notetaking functions; printing reading assignments with notes; access to case stimulation and end-of-chapter activities.