Cases and Vignettes are drawn from a broad geographic environment, and show a spotlight on a range of key topics with relatable examples including John Lewis, HEMA and Apple
Discussion Questions and Activities challenge students to engage in further debate and explore concepts
In-chapter Practitioner Interviews bring to life what students have learned as the author looks at how real business and marketing professionals from diverse companies – including Radley and Proctor & Gamble – carry out their roles; the decision-making processes that they follow and the challenges that they face.
End-of-chapter Case Studies provide in-depth analysis of certain issues, each focusing on a pertinent company example
Additional online tools available ensure fully supported and flexible learning for both student and lecturer
2016 McGraw-Hill Education Europe