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.

New and updated features of this title Important improvements and additions reflect the latest changes in the field. Extensive updates on the rise of technology and its influence on businesses, customers, and markets. A thorough discussion on the impact on new digital markets and the distribution of software and music.Content thoroughly revised to reflect the changes and developments that affect marketing in the age of customer value and relationships (Brexit, EU General Data Protection Regulations, etc.)Significant updates on the content based on the technological changes and consequent developments in marketing techniques.Updates in the content consider the legal, ethical, and technical issues of direct marketing in Europe, followed by success stories from the world of Direct Marketing. A plethora of case studies, revised and new, demonstrate the practical application of the concepts. Case studies include New case looking at the impact of environmental factors on German car manufacturing.New case on how Netflix uses consumer-generated 'big data' to improve decision making.'Potterheads, Twihards and Tributes': New case study on the phenomenal success of J.K. Rowling, Stephenie Meyer, and Suzanne Collins, examining how the authors used their personal branding delivered by clever online marketing strategies.