Essentials is a shorter, more concise treatment than most competitors and is known for its "easy read" and memorable examples. The eighth edition updates every topic to reflect the transformative shifts in marketing in an era of rapid technological change and economic and political uncertainty. This edition presents the latest innovations and strategies in digital marketing – including social media marketing, mobile marketing, and online marketing. The eighth edition also offers fresh insights into the impact of environmental developments and explores new areas related to customer relationship management, customer valuation, marketing analytics, brand communities, dynamic pricing, and sustainability.