The 17th edition focuses heavily on and Digital Transformation . Key chapters typically featured include:
: Analyzing environments, managing information, and consumer behavior. Designing a Value-Driven Strategy : Focusing on (Segmentation, Targeting, and Positioning) and the Marketing Mix (the 4 Ps: Product, Price, Place, and Promotion). Extended Mix and Digital
: The activities that make the product available to target consumers.
This edition introduces critical updates to address the "fast-changing digital marketplace":
