Marketing

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The 12th edition of this marketing text employs a unique and effective pedagogical approach that has evolved to meet changes in student learning preferences, the marketing discipline, and instructional technologies. It features a high-engagement writing style that promotes active learning through an easy-to-read, conversational tone. The rigorous pedagogical framework includes Learning Objectives, Reviews, Applying Marketing Knowledge exercises, and guidelines for building marketing plans, complemented by video and written cases. The book offers comprehensive coverage of both traditional and contemporary marketing concepts, supported by relevant examples. It incorporates advanced technology resources like Connect, LearnSmart with SmartBook, and QR codes to enhance learning. Extended examples, cases, and videos illustrate real-world marketing decision-making, while vivid descriptions of businesses and marketing professionals—emphasizing diversity—allow students to personalize their learning and explore potential career paths. Additionally, the content integrates seamlessly with various online course management systems, such as Blackboard and Moodle. The aim is to provide an exceptional educational experience for students and instructors alike, grounded in a thorough assessment process that prioritizes engagement, leadership, and innovation in marketing education.