New coverage and fresh examples address the latest customer engagement tools, practices, and developments · UPDATED - A 5-step customer engagement framework ties together key concepts, and details how marketing creates customer value and captures value in return. The 18th edition continues to add to this framework and focuses on building direct and continuous customer involvement in shaping brands, brand conversations, brand experiences, brand advocacy, and brand community. · NEW and UPDATED - Material in both traditional marketing areas and on fast-changing and trending topics such as digital, mobile, and social media marketing; customer engagement marketing; big data, artificial intelligence, and new marketing analytics; and much more, keeps students informed. Learner-focused features help students learn, link, and apply major concepts · NEW and REVISED - Chapter-opening Objective Outlines preview chapter contents and learning objectives; Chapter Previews show chapter concepts, link them with previous chapter concepts, and introduce the chapter-opening story; and Vignettes -- engaging, deeply developed, illustrated, and annotated marketing stories -- help introduce the chapter material and spark student interest. · NEW - In-text examples illustrate contemporary marketing practices and bring key course concepts to life. · NEW and UPDATED - Each figure contains author comments that ease and enhance student learning by introducing and explaining major chapter sections and figures. · NEW and REVISED - Application Cases facilitate discussion of current issues and company situations in areas such as mobile and social marketing, ethics, and financial marketing analysis, while Company Cases (20 of which are new to the 18th edition) help students apply what they''ve learned to actual company and brand situations. · NEW and REVISED - End-of-chapter Objectives Reviews summarize major chapter concepts and link them to chapter objectives, Key Terms facilitate easy reference, and Discussion Questions and Critical-Thinking Exercises help students keep track of and apply what they''ve learned in the chapter.

Career-focused resources help students develop the skills today''s employers are looking for · NEW and UPDATED - Real Marketing highlights provide fresh insights into real marketing practices from all-stars like Fila, Huawei, TikTok, Waitrose, and Zara. · Marketing Plan (Appendix 1) contains a detailed sample marketing plan that helps students apply important marketing planning concepts. · NEW and REVISED - Marketing by the Numbers (Appendix 2) provides students with a comprehensive intro to the marketing financial analysis that helps guide, assess, and support marketing decisions. An exercise at the end of each chapter lets students apply analytical and financial thinking to that chapter''s concepts and links the chapter to the Marketing by the Numbers appendix. · Careers in Marketing (Appendix 3) helps students explore marketing career paths and lays out a process for landing a marketing job that best matches their special skills and interests. This package includes MyLab(tm) Marketing, the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and often improves results for each student. · Teach your course your way: Your course is unique.

So whether you''d like to build your own assignments, teach multiple sections, or set prerequisites, MyLab gives you the flexibility to easily create your course to fit your needs. o Marketing Metrics Assignments let your students practice their marketing metrics and analytics skills, improving their understanding of the quantitative aspects of marketing. · Empower each learner: Each student learns at a different pace. Personalized learning pinpoints the precise areas where each student needs practice, giving all students the support they need -- when and where they need it -- to be successful. o The Study Plan gives students personalized recommendations, practice opportunities, and learning aids to help them stay on track. o Dynamic Study Modules use the latest developments in cognitive science and help students study chapter topics by adapting to their performance in real time. · Deliver trusted content: You deserve teaching materials that meet your own high standards for your course. That''s why we partner with highly respected authors to develop interactive content and course-specific resources that you can trust -- and that keep your students engaged.

o Pearson eText is a simple-to-use, personalized reading experience available within MyLab. Students can use their computer or the mobile app to easily highlight and take notes all in one place -- even when offline. o Choose from a variety of engaging Videos that explore multiple business topics related to the theory students are learning in class. Exercise Quizzes assess students'' comprehension of the concepts in each video. · Improve student results: When you teach with MyLab, student performance often improves. That''s why instructors have chosen MyLab for over 15 years, touching the lives of over 50 million students.