Marketing: An Introduction, eBook, Global Edition

About this book

For undergraduate principles of marketing courses. Marketing: An Introduction shows students how customer value—creating it and capturing it—drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios.