• Fills a gap in the market as a textbook designed to develop student employability and the skills required specifically in a Marketing career, which is a priority for UK Business schools • Research-based, with theoretical foundations coupled with real-life examples and a fictitious case study, designed to allow students to apply their learnings to a workplace scenario • Online resources include PowerPoint slides for lecturers and an instructor’s manual, which includes lesson plans, tasks, suggested answers, and a test bank with answers.