* Unlike the competing texts, this takes a truly global perspective, full of real-life case studies from a broad range of regions and organizations, which bring the in-depth theory to life
* The new edition features new and updated case studies, new coverage of non-profit and government marketing, online marketing, ethics and corporate social responsibility
* The text itself is structured around pedagogy designed to facilitate learning, including chapter review questions, case studies with follow-up questions, and a rich collection of diagrams and figures
* Supplemented by extensive online resources
