【簡介】 ●NEW "LEARN IT" ACTIVITIES SEPARATE KEY CONCEPTS AND TOPICS INTO SMALLER, MANAGEABLE SECTIONS OF LEARNING. Students tackle important chapter concepts one section at a time. After each small section, readers test their comprehension with a set of questions. These "Learn It" questions build a foundation for the understanding of chapter concepts in a gradual, scaffolded manner. ●UPDATED CHAPTER ASSIGNMENTS TEST UNDERSTANDING AND APPLICATION OF KEY CONCEPTS. Case Activities guide students in applying key concepts from the chapter to solve marketing problems at a real companies. Students also learn to work with new information and consider different applications of concepts -- something marketers encounter every day in business. Case study activities strengthen application and critical-thinking skills as students learn in-context, deepening understanding of chapter topics and concepts while building marketing acumen. ●NEW "WHY DOES THIS TOPIC MATTER TO ME?" ENGAGEMENT ACTIVITIES EMPHASIZE THE IMPORTANCE OF CHAPTER CONTENT. This activity briefly introduces key topics and concepts that students are about to study throughout the chapter. Each activity not only engages students, but also connects the concepts they are learning to their personal and professional lives as well as the world around them. 【目錄】