Essentials of Marketing: A Marketing Strategy Planning ApproachDating back to Jerry McCarthys 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