Marketing : An Introduction (Fourteenth edition)

For undergraduate principles of marketing courses. This ISBN is for the bound textbook, which students can rent through their bookstore. An introduction to marketing using a practical and engaging approachMarketing: 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. This title is also available digitally as a standalone Pearson eText, or via MyLab Accounting, which includes the Pearson eText.

These options give students affordable access to learning materials, so they come to class ready to succeed.