Marketing An Introduction

Fourteenth edition

Paperback (19 Jul 2019)

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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.

Book information

ISBN: 9781292294865
Publisher: Pearson Education
Imprint: Pearson
Pub date:
Edition: Fourteenth edition
DEWEY: 658.8
DEWEY edition: 23
Language: English
Number of pages: 676
Weight: 1338g
Height: 276mm
Width: 217mm
Spine width: 23mm