Paperback: 680 pages
Publisher: Pearson; 14 edition (19 July 2019)
Product Dimensions: 21.7 x 0.2 x 27.7 cm
Alternative US Edition For Reference Only
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.