A concise yet exhaustive text provides flexibility in the classroom：A streamlined text allows instructors to convey current marketing management practices and theory while leaving room to incorporate outside cases, simulations, and projects.
A 21st Century view of marketing brings modern strategy and information to the text： A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: ●Globalization ●Technology ●Social Responsibility (both individual and societal)
NEW! Chapter 16: Managing Digital Communications:Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.
A 21st Century view of marketing brings modern strategy and information to the text： A comprehensive organization of the text around three major 21st century themes provides a current lens through which to view the following subjects: ●Globalization ●Technology ●Social Responsibility (both individual and societal)
NEW! Chapter 16: Managing Digital Communications:Online, Social Media, and Mobile adds extended coverage of the latest digital trends and their impact on marketing to the text.