Marketing was designed to show today?s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers.The eighth edition represents the authors? most extensive revision today, exploring both fundamentals and new marketing influencers such as digital, social and mobile marketing, marketing analytics, and the psychology influencer on consumer behavior. Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors.Accompanied by McGraw Hill Connect? with SmartBook? 2.0, our highly reliable, digital teaching and learning solution that embeds learning science and award-winning adaptive tools to improve student results as well as a robust suite of instructor resources and a regularly updated author blog.