Publisher's Synopsis
For principles of marketing courses. An engaging and practical introduction to marketing Marketing: An Introduction illustrates how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn leaves students with a richer understanding of basic marketing concepts, strategies and practices. The 15th Edition features updated chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, students get ample practice applying marketing concepts to real-world company scenarios. Hallmark features of this title Real companies, real marketing practices Chapter-Opening vignettes examine real companies and their operations, and spark student interest. Digital Marketing, Marketing Ethics, and Marketing by the Numbers applicatio
