Marketing: An Introduction, Global Edition

For courses in marketing.

Shows students how creating and capturing customer value 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. This in turn leaves students with a richer understanding of basic marketing concepts, strategies and practices. Through updated chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises, students get ample practice applying marketing concepts to real-world company scenarios.