High Engagement Style - Easy-to-read, interactive, writing style that engages students through activelearning techniques.

Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs--through cases, exercises, and testimonials--that allows students to personalize marketing and identify possible career interests.

Marketing Decision Making - The use of extended examples, cases, and videos involving people making marketing decisions.

Integrated Technology - The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional andcontemporary concepts.

Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.