Upon completing this chapter, students will be able to:
• Identify the role of marketing in modern global economies and explain how connected markets shape customer expectations.
• Analyze how organizations create customer-centric value by integrating insights, data, and innovation into their marketing strategies.
• Differentiate between historical and emerging marketing philosophies, recognizing the shift toward purpose-driven and experience-led approaches.
• Apply contemporary marketing practices—experience design, data-driven decision making, and purpose alignment—to real-world business scenarios.
• Evaluate the ethical responsibilities of marketers operating in highly connected digital environments.