Marketing: An Introduction, 14th Edition eBook

For undergraduate principles of marketing courses. An introduction to marketing using a practical and engaging approach 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.