Dating back to Jerry McCarthy’s 4Ps of Marketing, Cannon/Perreault, Essentials of Marketing prioritizes marketing strategy planning and ensures currency through:

• Active Learning: SmartBook, Video Cases, and Application-Based Activities foster critical thinking in real-world scenarios.
• Purpose Orientation: Emphasizes an organization's broader value creation beyond profit, benefitting stakeholders.
• Diversity, Equity, Inclusion: Integrates racial justice topics inspired by Marketing Insights podcast episodes with Professor Shanita Akintonde.
• Marketing Analytics: Expands coverage of big data and analytics, supporting strategic planning.
• Visual Enhancement: Hundreds of additional images and exhibits integrated into Connect Interactive exercises and PowerPoint slides for enriched learning