Thoroughly revised to reflect the major trends impacting contemporary marketing, the 8th Edition is packed with examples illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. New coverage and fresh examples throughout the text addressing the latest developments in customer engagement tools, practices and developments including real time research and customer co-creation product development Updated coverage of emergent online, mobile and social media technologies including real-time listening and social selling Improved learning design with chapter-opening stories, clear learning outcomes and explanatory author comments on major chapter sections New end-of-chapter case studies and video cases to apply learning to actual companies. Increased coverage of sustainable marketing and global marketing