Experience real marketing situations that might not always have a right answer but will have a best answer.
Get involved with detailed videos, interactive cases, and critical-thinking exercises. Move beyond the basics with interactive simulations that place you in a realistic marketing situation and require you to make decisions based on marketing concepts. The Study Plan helps ensure that you have a basic understanding of course material before coming to class by guiding you directly to the pages you need to review. Updated annotated figures and author comments throughout each chapter provide the authors’ insights on key points. The end-ofchapter Reviewing Objectives and Key Terms summary tie back to the chapter objectives. For each chapter, the Objectives Outline shows what students will need to know and where to find it. The enhanced-learning design of the book features annotated, illustrated chapteropening vignettes to introduce key chapter concepts. Throughout the fourteenth edition, you will find revised coverage of the rapidly changing nature of customer relationships and new material on such topics as customer-managed relationships, crowdsourcing, social networking, and consumer-generated marketing.įrom beginning to end, a fully integrated customer value framework captures the essence of today’s marketing. New coverage in every chapter of the fourteenth edition shows how companies and consumers are dealing with marketing and the uncertain economy in the aftermath of the recent Great Recession. Specialized Features to Enhance Your Learning
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