Foundations of Marketing teaches students to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. The authors present the fundamentals of marketing within an innovative customer-value framework that challenges students to reach consumers using a variety of channels The comprehensive program covers all major trends impacting contemporary marketing. It is filled with relevant case-studies illustrating how successful marketers use new digital technologies to maximize customer engagement and shape brand conversations. Interactive components with hands-on activities will help prepare students for a career in marketing Teacher resources include a printed Teacher’s Wraparound Edition as well as a downloadable Test Bank with TestGen, Classroom presentations in two formats, and a Spanish/English Glossary and Lesson Objectives