Marketing: An Introduction 15th Edition

Product Description

For undergraduate principles of marketing courses. Marketing: An Introduction shows students how customer value — creating it and capturing it — drives effective marketing strategies. The 15th 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.