Publisher's Synopsis
Marketing: An Introduction shows you 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 gives you a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, you'll get ample practice in applying marketing concepts to real-world company scenarios.
