El texto refuerza pilares clásicos adaptándolos a la realidad actual:

: Includes 18 new end-of-chapter company cases that allow students to apply theoretical concepts to actual business situations. Global Perspectives

Developing the 4 Ps (Product, Price, Place, Promotion) to deliver integrated value [2, 6]. Building Relationships:

: The text builds on a framework designed to foster direct and continuous customer involvement in shaping brands, conversations, and experiences. Digital and Social Media Coverage