Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features an integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments.

Mini-cases offer more choices for flexible casework in and outside of class and the Marketing Plan appendix can be assigned throughout the semester. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios.