Introduces students to marketing through a managerial/strategic focus while addressing current AACSB guidelines regarding issues such as multiculturalism, ethics, quality, the environment and internationalism. Organization presents global marketing, basic marketing strategy and ethical/societal issues early, focusing on how these factors impact a firm's attempts to gain a competitive advantage. These topics are then integrated throughout the text. New chapters have been added on the micro and macroenvironment and on sales promotion and public relations. The text covers all hot marketing topics such as the internet, database marketing, mass customization, and more. Focus on Relationship Marketing boxes have been added to each chapter. A state-of-the-art supplement package provides extensive teaching support and real-world examples.