Results-Driven

Four Interactive Assignments in each chapter delivered via McGraw-Hill Connect® allow students to apply what they’ve just learned in a dynamic, interactive way.

One of these, the Social Media in Action assignment, asks the student to view the chapter concepts as they relate to social media, an increasingly important tool in marketing as well as many other areas of business.

In addition, each chapter has an associated Video Case, often featuring the executive that appears at the start of the chapter. The video case introduces students to marketing principles as they are practiced at both large corporations and the kind of small businesses at which most students will begin their careers.