Marketing: An Introduction, Global Edition
For principles of marketing courses Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strate...
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For principles of marketing courses
Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn leaves students with a richer understanding of basic marketing concepts, strategies and practices.
The 15th Edition features updated chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, students get ample practice applying marketing concepts to real-world company scenarios.
