New and increased coverage of Marketing Ethics and Corporate Social Responsibility
New and updated coverage of Digital Marketing, to incorporate mobile, wireless and email marketing
New rewritten chapter on the Marketing Environment, to reflect its ever-changing nature
Brand new European cases, based on vibrant companies and brands familiar to every student, such as Coca-Cola, iTunes, Harry Potter, Sony and Ikea
New ‘Pause for Thought', boxes in every chapter, to encourage students to apply marketing principles to aspects of their daily lives
Updated Digital Marketing, Marketing in Action and Marketing Ethics and Corporate Social Responsibility vignettes, demonstrating marketing principles in practice across a variety of contexts
2007 McGraw-Hill Education Europe