Marketing has always been about decisions. Now some of the decision-makers are machines.

Marketing Management in the Agentic Era teaches the established discipline of marketing management, from strategy and research through segmentation, brands, offerings, channels, and communications, for a period in which artificial intelligence plans and acts on organizations’ behalf and increasingly shops on customers’ behalf.

Written for Canadian students and accredited institutions, the book gives sustained attention to Al fundamentals, agentic marketing, and machine customers; dedicated chapters on Generation Z, Generation Alpha, digital well-being, and diverse markets in Canada; and Canadian law on competition, privacy, anti-spam, children, and regulated industries.

Forty-one chapters include learning objectives, key terms, concept checks, running and illustrative cases, industry snapshots of real organizations, research perspectives, hands-on labs, review questions, and exercises, supported by computed worked examples, problem sets, integrative cases, and planning worksheets.