EAN: 9781292294865

MARKETING AN INTRODUCTION GLOBAL EDITION - GARY...

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.

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