Annual editions: Marketing, 38/e

Marketing in 2012 / Christine Birkner ; 10 digital marketing trends to watch in 2016 and beyond / Natalia Angulo ; Future tech / Mark Sullivan ; How millennials are defining the sharing economy / Daniel Arthursson ; Revisiting the marketing mix / Don E Schultz, Chekitan Dev ; 75 years of marketing history / Elisabeth A Sullivan ; Putting customers first / Kyle LaMalfa ; The past, present and future of AI in marketing / Hal Conick ; The purchasing power of entertainment / Patrick Cauley ; Fundamental tenets of service excellence / Lance A Bettencourt ; Walking the talk / Katherine Ling ; Walmart wants you to believe its green makeover is changing the world / Andy Kroll ; Brands in politics / Nana T Balfour-Awuah

Research, markets and consumer behavior. How millennials signal personal identity through brand preference / Anna Redmond ; Closer to the truth / Molly Soat ; Respect your elders / Tom Stein, Tim Devaney ; To track a customer digitl tracking technologies / Michelle Markelz ; Targeting demographics in beverage marketing / Stephanie Hilderbrandt ; Can more information be a bad thing? / Robert S Duboff ; Our brands, ourselves / Laurence Vincent ; Can you "feel" it? / Nathan Chan ; Retailers are leaving a trillion-dollar market segment untapped / Michael Hodin

Developing and implementing marketing strategies. Tapping the untapped / Diana Derval ; The CMO and the future of marketing / George S Day, Robert Malcolm ; The future of cash / Hal Conick ; Lessons in app building / Jennifer Wang ; Marketers are no longer in the 'Mad Men' era / Jack Holt ; Branding's big guns / Paula Andruss ; Playing well together / Jason Daley ;

Ad campaigns are finally reflecting diversity of US / Natalie Zmuda ; Customer experience / Gary McGovern ; Made in America? / Consumer Reports ; How package size and shelf space can affect price sensitivity / Kirk Hendrickson ; Big promises, small promises / Kerry Bodine ; Social gathering ; Kara Ohngren ; Advertising's new campaign / Jennifer Wang

Global marketing. New world order for global brands / J Walker Smith, Andrew Curry, Stokes Jones ; Global scale meets local color / David Krajicek ; China's new multibillion-dollar target market / Joanna Chiu ; Don't get lost in translation / Tom Webster.