NEW! Highlight an Exciting New Marketing Trend–Consumer-generated Marketing. Increasingly, marketing is becoming a two-way conversation between consumers and brands. The tenth edition contains new material on the exciting trend toward consumer-generated marketing, where marketers invite consumers to play a more active role in:
*Providing customer insights (Chapter 4)
*Shaping new products (Chapter 8)
*Developing or passing along brand messages (Chapter 12)
*Interacting in customer communities (Chapters 5, 12, and 14)
NEW! Show the Impact of Environmentalism–Chapter on Sustainability. By covering one of the hottest topics in marketing, readers will see how environmentalism has impacted the field. This text discusses how sustainable marketing calls for socially and environmentally responsible actions and what certain brands have done to improve their image.
