- Examines key challenges facing marketers today, including socio-cultural and demographic changes, market saturation, and the need for increasingly segmented, targeted and cost-effective marketing policies
- Outlines the techniques needed for marketing managers and executives to focus on reducing costs and adding value, such as recognizing changing dynamics, budgeting and redefining the 4Ps
- Offers guidance on choosing the right integrated marketing mix, measuring ROI and how to make sense of them in terms of your organization's customer profiles