Publisher's Synopsis
This best-selling, brief text introduces marketing through the lens of creating value for customers.
Today's marketing is about creating customer value and building profitable customer relationships. With engaging real-world examples and information, Marketing: An Introduction shows readers how customer value-creating it and capturing it-drives every effective marketing strategy.
The tenth edition features a new learning design and integration with mymarketinglab, Pearson's online homework and personalized study tool.
