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.