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.
