In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.

A step-by-step "how-to" guide to selling in the contemporary world with a focus on storytelling to enhance relationship building and help drive sales; alongside skills development for sales management and today's role for sales data analytics.