Hallmark features of this title Content that is structured according to the current developments and changes in the marketplace. Guide your students through the book's five major themes: creating value for customers, building and managing strong brands, measuring and managing ROI, harnessing new marketing technologies in the digital age, and marketing responsibly around the globe. Provide knowledge that includes up-to-date coverage based on the most recent socioeconomic changes and technological developments on a global scale. A range of features and activities that cement your students' learning. A detailed Case Matrix at the beginning of the book lists all the case studies presented, establishing the learning expectations for your students and helping them organise their studying.