The fourth edition of this text is driven by the creation of customer and shareholder value. This text evolved from the traditional 4 Ps but embraces new shifts and trends in the industry, and takes introductory students on an exploration of marketing with unprecedented vitality and energy. It has been updated to better capture the student's interest through new, more engaging and topical case studies; more challenging end-of-chapter questions and projects; greater links to industry; and an increased emphasis on ethics, relationship marketing, global marketing, and societal marketing. Interesting and relevant real examples challenge students to open their eyes to the applications surrounding them in the world and through media channels. An 18-person review panel has assessed the impact, relevance and student appeal of every application included, making this book the most extensively examined and updated text on the market.