New for the fourth edition

• Branding and Corporate Identity Management - a new chapter reflects the way in which global companies increasingly sell ideas and concepts to create brand associations in the mind of the consumer. The cutting edge material looks at contemporary topics such as how to build strong brands, the importance of brand name associations, why companies rebrand and change their corporate identities, and the consequences of developing pan-European and global brands.
• Marketing Ethics - the integrated coverage of ethics of the third edition has been developed with the addition of unique 'Ethical Dilemma' features woven into the end of each chapter. The features ask students to ponder the ethics of real-life marketing decisions, and lead them to explore the choices and debates on the web. The new edition also features Marketing in Action vignettes that focus specifically on ethical issues.
• Relationship Marketing and Customer Relationship Marketing - developed coverage within the text to reflect new developments in RM and CRM. This includes examining the impact of technology in developing customer relationship databases, and building relationships in the context of marketing practice.
• Market Research - a developed and revised chapter, the new edition features a roadmap that leads students though the research process with clear figures and diagrams. This is designed to help students through marketing research in a step-by-step, logical way.
• E-Marketing - Continuing the successful approach of the third edition, the fourth edition contains a fully revised dedicated E-Marketing chapter, covering the benefits and limitations of the Internet to customers, and examining the key components of the e-commerce marketing mix, leading to competitive advantage online. The new edition also features all new E-Marketing vignettes, with an even greater integration throughout the text.

New Cases, Boxes and Illustrations

• New E-Marketing and Marketing in Action Vignettes - the new edition features all new Marketing in Action vignettes, E-marketing vignettes and new examples that focus on ethics in marketing.
• New Cases - A variety of new cases in the book offer students up-to-the minute insights into marketing practice, in areas as diverse as retail, fashion, banking, the movie industry, charitable organizations, internet search engines and intentional airlines. Each case is accompanied by questions and teaching notes are provided to lecturers on the OLC website. Some of the new cases include:
• Easyjet and Ryanair airline price wars
• Vodafone top up cards
• The launch of Hutchinson 3G’s mobile phone technology
• Movie Marketing strategies, discussing product placement in Bond films
• H&M - fast-moving fashion on the high street
• Budweiser’s branding techniques
• Google's growth as the world’s most popular search engine
• The design and marketing of the new Mini Cooper
• The Microsoft X-Box and its foray into online gaming

New Learning Features

• New Chapter Reviews - the new edition contains improved chapter reviews. These expanded sections break down the chapter into the key learning points, with an explanation of each concept, helpful for revision and as a quick guide to recap the chapter.
• New Ethical Dilemmas - new features at the end of appropriate chapters encourage students to question the consequences of ethical conundrums, such as marketing to children, fair trade pricing agreements in developing countries, and downloading music from the internet without royalties crediting the artist.
• New Internet Exercises - each chapter contains new, developed Internet Exercises that encourage students to explore companies, brands and organisations online.
• Study questions, key terms, and references support the material and conclude each chapter.