The 11th Edition of Marketing by Sommers/Barnes continues with the text's tradition of making the field of marketing interesting and relevant to the real world. Marketing is presented as it is practiced in Canadian and international organizations today. The new edition introduces a new customer-centric approach to emphasize the importance of the customer. The authors have developed a new model - the customer-centric model - which visually opens every Part of the text (7 Parts in total) and illustrates how leading companies approach marketing with the customer clearly at the centre. In addition, the new structure and new content of this edition seamlessly integrate the new marketing ideas with new technologies and newly emerging concepts and practices. This truly Canadian concise text creates a very contemporary and effective learning tool for today's students and tomorrow's practitioners.