●NEW "LEARN IT" ACTIVITIES SEPARATE KEY CONCEPTS AND TOPICS INTO SMALLER, MANAGEABLE SECTIONS OF LEARNING. Students tackle important chapter concepts one section at a time. After each small section, readers test their comprehension with a set of questions. These "Learn It" questions build a foundation for the understanding of chapter concepts in a gradual, scaffolded manner.●UPDATED CHAPTER ASSIGNMENTS TEST UNDERSTANDING AND APPLICATION OF KEY CONCEPTS. Case Activities guide students in applying key concepts from the chapter to solve marketing problems at a real companies. Students also learn to work with new information and consider different applications of concepts -- something marketers encounter every day in business. Case study activities strengthen application and critical-thinking skills as students learn in-context, deepening understanding of chapter topics and concepts while building marketing acumen.●NEW "WHY DOES THIS TOPIC MATTER TO ME?" ENGAGEMENT ACTIVITIES EMPHASIZE THE