Marketing: An Introduction

For coursesin marketing.
Shows students how creating and capturing customer value driveseffective marketing strategies.
The 15th Edition reflectsthe major trends and shifting forces that  impact marketing in this digital ageof customer value, engagement and  relationships. This in turn leaves studentswith a richer understanding  of basic marketing concepts, strategies andpractices. Through updated  chapter-opening vignettes, Marketing at Workhighlights, company cases  and end-of-chapter exercises, students get amplepractice applying  marketing concepts to real-world company scenarios.