Marketing: An Introduction, Global Edition (9781292294865)



For undergraduate principles of marketing courses.

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.


Product details

  • Paperback | 680 pages
  • 220 x 275 x 20mm | 133g
  • Harlow, United Kingdom
  • English
  • 14th edition
  • 1292294868
  • 9781292294865
  • 441,318


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