New to this edition: Updated content to reflect on-going economic turbulence and its impact on business and marketing. Coverage of the impact of emerging markets on issues of marketing and innovation, and new realities of competing through services, market analysis and segmentation. Increased emphasis on competing through innovation, including new business models / new types of retailing. Increased emphasis on competing globally in a digital world. Updated vignettes at the beginning of most chapters, and new case studies in many of the chapters. Updated online resources, including an Instructor’s Manual and PowerPoint slides for instructors.